Our Mission


Live4Gen is dedicated to raising breast cancer awareness and increasing prevention in the community while honoring Genevieve Costello.  Diagnosed with stage IV breast cancer in April of 2013, Gen lost her battle three weeks later at the age of 26.  The mission of Live4Gen is to raise awareness and funds that will create and launch programs and initiatives in the San Diego community, providing breast cancer education and resources to young women under the age of 30.


What do we do?

  1. Provide breast cancer resources and education to women under the age of 30.

  2. To carry out Genevieve’s legacy by encouraging young women to live as Gen lived; giving $10,000 in scholarships to underprivileged student-athletes.

Why do we do it?

Founder Jerica Williams, Genevieve’s former middle and high school basketball teammate, has had four childhood friends from the same neighborhood who were diagnosed with cancer, all under the age of 30.  Noticing a tragic trend in her community, Jerica began to seek preventive resources as she thought if it could happen to them, it could happen to her. It is extremely challenging to get screened for breast cancer if you are under age 40.

Women are not required to get mammograms until the age of 40, yet in the 4 specific cases mentioned, the cancer was not caught until the later stages, leaving those young women with less of an opportunity to cure the cancer.

What programs and initiatives will be created?

  • Provide breast cancer educational resources teaching the importance of health

  • High School and college outreach/speaking engagements/groups programs

  • Scholarships in Genevieve’s name provided to underprivileged student-athletes

Where else will the money go?

Watching this unrelenting disease tragically impact Genevieve’s health at such a fast rate and losing Genevieve to this unrelenting disease was so traumatizing that Live4Gen is adamant about ensuring funds raised go directly toward the contribution of finding a cure. A portion of all proceeds will be donated to Genevieve’s collegiate alma mater, The Genevieve Costello Breast Cancer Research Fund. In partnership with the UC Davis Comprehensive Cancer Center, the Genevieve Costello Breast Cancer Research Fund was established in February 2014. The UC Davis Breast Cancer Program provides comprehensive, multidisciplinary care for patients with all stages of breast cancer. Patients receive all of their care in one location, from a team of top academic physicians.

How will we do it?

Through yearly fundraising events, tactical partnerships with corporations and organizations who share the passion for finding a cure and leveraging San Diego athletic community.

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