FOR IMMEDIATE RELEASE 
Y-Roswell Contact: yroswell@roswellpark.org

 

They drive many adult purchasing decisions.
Their annual income totals $211 billion.
They are the fastest growing segment of our workforce.
They are pampered, nurtured and do not respond to traditional commands and control types of management.

 

Meet Generation Y – Roswell Park Cancer Institute’s Newest Campaign
Designed Specifically For Members of Generation Y

(BUFFALO, NY) - Roswell Park Cancer Institute (RPCI) has announced the launch of its newest awareness campaign and supportive website, http://www.yroswell.com. Connecting America’s younger generation to its first comprehensive cancer center in an attempt to entice them to pursue careers in science and medicine, the site takes a social networking approach through the use of video clips, blogs, and other unique elements.

The concept for the campaign and website originated with Laurel DiBrog, Vice President for Marketing, Planning, and Public Affairs at RPCI. Her vision was to “open the doors to our youth, demystify cancer and help establish a mindset that we can create a world without cancer.” In providing valuable resources for students, teachers, and parents, as well as a unique environment in which today’s like-minded youth can connect with others, this goal is realized.

Targeting those born between 1981 and 1995 (ages 12-26), known as Generation Y, the website’s bright colors and compelling graphics, videos, photos, and blogs, in addition to its partnership with Entercom’s Western New York radio station, WKSE, Kiss 98.5, are an instant draw, serving to interest youth in exploring its many features.

Perhaps one of the most unique aspects of the site is its mentorship program, which allows users to chat directly with RPCI physicians and scientists. The mentors’ aim, Candace Johnson, PhD, wrote in her blog, will be to provide “a useful resource” as well as to “encourage all visitors to consider a career in science.”

“We’re going to need many more physicians and scientists specializing from basic science to oncology research and treatment to continue the work generations before them have begun to realize the dream of curing cancer,” DiBrog said. This component of the campaign is central to the site.

In the section of the site titled “Coping with Cancer,” users can talk with Michael A. Zevon, PhD, chair of Psychosocial Oncology, who is available to help those dealing with cancer, “either in themselves or in someone whom they care about.” This section also includes a place to post survivor stories, and information on managing when friends or family are diagnosed with cancer.

Students are able to directly benefit from the educational resources found on the site, including “Homework Help” and a list of links suitable for use on school assignments. Information on becoming a student at RPCI and on careers in the medical field is also available, in addition to access to three separate newsletters aimed at youth.

The site also provides an area for teachers, who can learn about dealing with cancer in the classroom, obtain curriculums, and request additional information from the mentors.

Parents can learn about RPCI and get answers to frequently asked questions, as well as learn how to talk to their kids about cancer, and how to cope with cancer in the family.

“Organizations, like Roswell Park Cancer Institute, unable to relate with Gen Y will lose out on a vast new market and could jeopardize the future success of their businesses,” says Donald L. Trump, MD, CEO/President, Roswell Park Cancer Institute. “When you look at the numbers, Gen Y represents 34% of the Western New York marketplace. We can’t afford to ignore this segment of our community.”

Joining the site is simple, and upon doing so, users have the opportunity to create a profile, blog, and interact with others. They essentially become part of the RPCI family, and their login information can be used on any Roswell site.

Roswell Park Cancer Institute, founded in 1898, is the nation’s first cancer research, treatment and education center and is the only National Cancer Institute-designated comprehensive cancer center in Upstate New York. RPCI is a member of the prestigious National Comprehensive Cancer Network, an alliance of the nation’s leading cancer centers. For more information, visit RPCI’s website at http://www.roswellpark.org or visit http://www.yroswellpark.com call 1-877-ASK-RPCI (1-877-275-7724) or e-mail askrpci@roswellpark.org.