In this beautifully shot PSA Director Andrew Praskai helps Actor Eric Stonestreet inform viewers of a movement for Cancer Awareness and Research called “Ready, Raise, Rise”. To convey this call to action for people to visit Ready Raise Rise and make a charitable donation Del Sol utilized a well-known and effective formula. In it there are 3 set ups. The first brings you into the scene, the next (a medium shot) makes you pay attention, and the third puts the message in your head.