The Hollywood actress took over the production reins of the annual U.S. Stand Up to Cancer event from late movie producer Laura Ziskin, who died of the disease last year (11).
On Wednesday (22Aug12) she unveiled the star-studded line-up for this year's show, which includes Julia Roberts and Samuel L. Jackson, and now it's emerged Paltrow is taking the campaign on the road by launching a twin event in London.
Working in conjunction with Cancer Research UK, bosses at TV network Channel 4 will broadcast a fundraising telethon featuring a host of as-yet-unnamed stars in October (12).
Paltrow says, "Stand Up to Cancer has the power to revolutionise the way we fight this disease, by uniting doctors, scientists and patients in groundbreaking research. This special broadcast will mark a wonderful milestone as SU2C evolves into a true global movement."
Since it was launched in the U.S. in 2008, Stand Up to Cancer has raised more than $160 million (£100 million) for research into the disease.