Hospital Sant Joan de Déu, the Leo Messi Foundation, the FC Barcelona Foundation and the IESE business school have joined forces to launch a campaign to get companies and the general public to help finance the new SJD Pediatric Cancer Center that is being planned for the city of Barcelona.

The centrepiece of the campaign is this promo video featuring none other than Leo Messi putting smiles on faces and inviting viewers to 'join the brave' by making donations at www.paralosvalientes.com.