"This is the type of project that is most inspiring to me – one in which you know from the onset that in collaboration we can have real impact, says Rachel DeGuzman, president and CEO of 21st Century Arts and executive producer of ROC the YOL. The ROC the YOL initiative is a strategic and integrated marketing campaign that amplifies Rochester, New York’s strengths in Optics and Photonics, arts and culture, manufacturing and education – grounded in a relevant theme that is connected to a shared global agenda."