Sony Reminds Everyone About The “Forgotten Generation”

Here’s another reason to consider Sony the next time you’re in the market for a gadget: They’re looking after the “forgotten generation” — teenage and young adult cancer patients in the 15-30 age group who often fall into a gap in the health system.

Yesterday, Sony Foundation teamed up with some of Australia’s favourite entertainers to kick off a major fundraising drive for people who fall into this age bracket. Guy Sebastian, Jessica Mauboy and Australian Idol finalists took over Woolloomooloo Wharf in Sydney, delighting guests with their performances. The priceless opportunity to meet and greet the Socceroos was also auctioned off at the one-off event.

If you think that young adults have the best chance of survival, you’d be wrong. At the age of 16, when young cancer patients are shoved into adult wards, survival rates for some cancers are halved. In the last 25 years, “there has been virtually no improvement in survival outcomes for the 15-30 age group,” says Sony Foundation’s Executive Director, Dr Louise Messara. Sony Foundation aims to turn this around by building specialised hospital wards that will provide age-appropriate services for people who fall into this age bracket.

Sony Foundation, in collaboration with CanTeen, hopes to raise $15 million. You can help them reach this goal by buying a customisable virtual builder or donating at Buy-a-Builder.