Former NFL quarterback Eli Manning is a man of many accomplishments for his work both on and off the football field. 

He has won two Super Bowls with the New York Giants and earned the Walter Payton NFL Man of the Year award in 2015. Now, he’s turning his attention to battling pediatric cancer.

Manning is collaborating with Hackensack Meridian Health to raise funds for the Tackle Kids Cancer initiative, which focuses on pediatric cancer research and patient care programs within the health system’s network. He has served as Team Captain of the philanthropic effort since 2015 and has helped raise more than $7 million for the initiative alongside the Giants.

How Manning is raising funds for such a noble cause may be a surprise to some: through iconic touchdown celebrations. As part of the Donate to Celebrate campaign, Manning is seen doing several well-known celebrations ranging from the Gritty to the Hustle to highlight how every donation marks a small victory in the fight against childhood illness.

The campaign launched Thursday across broadcast TV, digital banners, native and social media with the hashtag #DonationCelebrationTKC in the Tri-State region. The creative work was done by Doner, which has been Hackensack Meridian Health’s agency of record since 2019.

“For Hackensack Meridian Health and the Tackle Kids Cancer initiative, every donation fuels the fight to bring us a step closer to curing pediatric cancer, making every big or small donation — and every smile put on the face of pediatric cancer patients — a victory worth celebrating,” the New Jersey-based provider organization said in a press release.

Despite major treatment advancements, pediatric cancer continues to be a concern for healthcare organizations and parents nationwide. According to the American Cancer Society, 10,470 children in the U.S. under the age of 15 will be diagnosed with cancer this year.

To support research efforts, Ontario-based Dimples Charms recently released a personalized jewelry collection called Together, with 10% of sales going to Tough2Gether, a pediatric cancer foundation based in Kansas.