When her mother was diagnosed with breast cancer, Yael Cohen had a t-shirt made that said "Fuck Cancer." Her mother immediately wore it with pride, and the reaction was astounding. Any time she wore the t-shirt she was inundated with messages of support and questions about where she got it, and soon the FCancer message was far larger than just a t-shirt slogan - it was a movement.

Realizing that there was a need for an authentic dialogue about cancer, Yael devoted herself to offering resources for all aspects of cancer: from information on early detection and treatment to resources for caregivers, FCancer educates supporters, fosters community, harnesses emotion and galvanizes change. It helps patients have an authentic experience teaches their loved ones how to support them in a way that's more meaningful than what society is telling us.Yael's passion sparks engagement and inspires action that is truly changing the world.

Yes, Generation Y has been called lazy, entitled and even arrogant. But they are also the ones who will change the world for the better, fixing the world instead of breaking it.  With the exponential growth in technology, education and social media, all charities and startups have a tremendous opportunity to engage today's youth.

Yael shares how to define your space and build a specific demographic just for them, how to be completely authentic (which is critical to Generation Y) and build a "youth brand," and how to ask for action for true results.