Stars of the music world are urging young people to help pave the way for a cancer-free world.
Roswell Park Cancer Institute has come up with a new hip hop song and video called "How Big Is Your Heart" to reach out to Generation Y through a revolutionary campaign called Yroswell with stars like American Idol winner Kris Allen, Sean Kingston and Cobra Starship on board.
The commercial, shot in the hospital's halls and lobby, features cancer survivors, patients and medical professionals dancing alongside professional dancers.
Writer and record producer Jeremy "Cochise" Ball said: "We want to affect people's lives when we're making music, and this is a great opportunity to use our form of art to really affect people's lives in a positive way."
Laurel DiBrog, Vice President for Marketing and Planning at Roswell Park, added: "Through YRoswell, today's youth can get connected with others facing similar life experiences. Kids who have cancer or have a parent or sibling with cancer, can connect with others going through similar experiences they may be having."
Laurel DiBrog, Vice President for Marketing and Planning at Roswell Park further said:
"We've got to really get people excited about this. And this is an attempt to reach out and bring together a new generation that will fight and beat cancer."