Yael Cohen runs a cancer charity that she founded in 2009 when her mother was diagnosed with cancer. Astounded to learn that over 90% of cancers are curable in stage one, Cohen realized that early detection is our only cure right now and that we should be looking for cancer instead of just finding it. Her charity targets Generation Y in an effort to engage them in the important dialogue about early detection; with a clear call to action to involve, engage, and educate their parents. The movement aims to create a generation that puts an END to late stage cancer diagnosis.