Hallmark Channel Stars to Host Live ‘InstaThon’ With Fans for Cancer Research (EXCLUSIVE)

If anyone can put the “fun” in a fundraiser, it’s Hallmark Channel friends Benjamin Ayres, Ashley Williams, and Alison Sweeney. The trio of Hallmark fan-favorites will come together on June 10, 2025, for an hour-long “InstaThon” — connecting live with fans on Instagram while raising money for cancer research.

Organized through Ayres’ Romance University, an online initiative that empowers rom-com fans to connect and make a positive impact in the world, Sweeney and Williams will appear with him for an hour-long live chat with fans, spilling behind-the-scenes details about their two new movies — “To Barcelona, With Love” and the upcoming “To Barcelona, Forever” — while raising money for a cause that’s important to all of them.

Benjamin Ayres Says Alison Sweeney Reached Out From Barcelona About a Romance University Collaboration

Ayres, who just wrapped filming his next Hallmark Christmas movie, designed limited-edition “Romance University Barcelona” t-shirts for the June 10 InstaThon, with proceeds from each $35 shirt benefiting Stand Up To Cancer, a nonprofit dedicated to advancing cancer research. Sweeney has been a celebrity ambassador for the charity for many years.

Every fan who purchases a shirt before or during the stars’ InstaThon will get a live shout-out from the actors. People who don’t want a shirt or want to give more can also make donations in $20 increments. Ayres told EntertainmentNow those donors will also hear their names called out during the live InstaThon.

“I feel so honored to be in a place where people trust that money comes my way and then I send it to where it needs to go,” Ayres said, sharing that Sweeney called him from Barcelona with the idea of a collaboration while she and Williams were still filming there.

Although Romance University has raised funds for many worthy causes, from women’s shelters to relief organizations, this is the first time the initiative has focused on building awareness and funds for cancer research.

“Everybody knows somebody who has been affected,” Ayres said, acknowledging that fans are likely aware multiple Hallmark stars have been personally impacted by cancer in recent years.

Brennan Elliott lost his wife Camilla Row in March after a brave eight-year battle with gastric cancer, Lyndie Greenwood has been undergoing breast cancer treatment, and John Reardon was treated for tonsil cancer in 2024. Sweeney’s former “Hannah Swensen Mysteries” co-star, Cameron Mathison, was also diagnosed with kidney cancer in 2019.

Since announcing the June 10 InstaThon, Ayres said he’s been receiving messages from fans thanking him for teaming up with Sweeney and Williams to focus on the importance of cancer research.

He told EntertainmentNow, “It’s such a big thing, and those are the messages I’m getting — ‘thank you so much for continuing to shed light on it and to talk about it.'”

Benjamin Ayres’ InstaThons With Fellow Hallmark Channel Stars Have Raised Thousands for Good Causes

To participate live in the InstaThon with Ayres, Sweeney, and Williams, fans can go to the Romance University Instagram page on June 10 at 2 p.m. Eastern time and click on the illuminated profile picture to watch. A recording will also be posted to the feed afterwards.

Ayres has had great success with his InstaThon formula over the last year. In the fall of 2024, Romance University held a similar meetup with Williams and fellow Hallmark star Nikki DeLoach before their Alzheimer’s Association fundraising event in Los Angeles. Through the InstaThon and several days of contributions from fans, Romance University collected thousands of dollars to donate to the fundraiser.

Ayres also teamed up with John Brotherton on a similar initiative in early 2025 amid the wildfires in Los Angeles, raising over $7,000 with fans for the relief organization Brotherton works closely with, Reach Out Worldwide.