- Raheem DeVaughn joins Aflac, Uplift Her, and the African American Male Wellness Agency to promote cancer screenings.
- He's sponsored to perform at the free Uplift Her – Wellness Experience on June 24 in Columbus, Ohio.
- The push supports Aflac's "Check for Cancer" goal of raising U.S. screening rates by 10% over 10 years.
- A 2025 Aflac survey found 59% of Americans avoid important health screenings.
R&B’s “Love King” is putting his voice behind a health mission. Raheem DeVaughn has signed on with Aflac, Uplift Her, and the African American Male Wellness Agency (AAMWA) to encourage cancer screenings and preventive care, with a sponsored performance at the Uplift Her – Wellness Experience on June 24 at the Greater Columbus Convention Center in Ohio.
The free event, running 2–7 p.m., brings together health screenings, expert talks, and wellness programming for women in the community.
Aflac U.S. President Virgil Miller said education “can also be entertaining,” calling DeVaughn’s involvement a way to make early detection messaging resonate. AAMWA co-founder Dr. Pamela Gregory added that the Aflac collaboration helps “elevate awareness around early detection.”
The timing lines up with Aflac’s “Check for Cancer” movement, which aims to boost U.S. screening rates by 10% over the next decade, a response to the company’s 2025 Wellness Matters Survey showing 59% of Americans admit to skipping important screenings.
This is a fitting cause for DeVaughn, whose three Grammy nominations and two-decade run as a soul mainstay have made him a trusted voice in Black communities.
He’s currently riding high on “Say Yes, The Tour,” celebrating his tenth studio album, Quiet Storm Lover (Volume 1), and the 20th anniversary of his breakout hit “You,” with stops alongside Floetry and Teedra Moses through 2026.
This isn’t Aflac’s first time tapping culture-forward names for awareness campaigns. The brand recently turned to a younger audience too, signing women’s basketball star Raven Johnson to an NIL deal earlier this year.
Similarly, KC Concepcion recently partnered with a wellness-focused brand to advocate for children with speech differences, part of a broader trend of artists and athletes lending their platforms to health causes.
Takeaways
This partnership is a smart blend of entertainment and public health messaging, using a beloved voice to soften a topic many people avoid. It also signals Aflac’s continued investment in community-rooted health campaigns rather than purely transactional endorsements.
Does celebrity involvement actually move the needle on screening behavior, or just awareness? Could this open the door for DeVaughn to take on more health-focused brand work going forward? Could this partnership extend beyond June 24 into a longer-term Aflac ambassadorship?
