Boost Mobile has enlisted Island Urban president and songwriter/producer Jermaine Dupri, Def Jam rapper Young Jeezy and Interscope rap/rock newcomer Mickey Avalon for the second installment of its Anthem campaign. Shot this week in Los Angeles by director Chris Robinson, the animated Anthem 2.0 will be launched virally in October and nationally later in the fourth quarter.

Showing young people how hard work and commitment can help them realize their dreams is the basic premise behind Anthem 2.0-personified by three music personalities at different stages in their careers. Underscoring the campaign's inspirational message is an original track produced by Dupri paired with individualized lyrics. Collaborating with Boost Mobile on the concept is New York-based Berlin Cameron, also behind the first Anthem campaign in 2004.

"We want to stand for helping youth get to the next level in their lives; showing them the possibilities no matter the dream," Caralene Robinson, Boost Mobile's director of brand marketing and entertainment, tells "The common theme is that despite the level of success, these three people aren't finished yet. They still want more."

Designed to build awareness and reinforce Boost Mobile's services, the first Anthem television ad-incorporating the tag line "Where You At?-starred Kanye West, Ludacris and The Game. It also featured an exclusive "Anthem" track produced by West with original lyrics by Ludacris and the Game.

As with the first campaign, a portion of the Boost revenues for Anthem 2.0 will be donated to a charity that will be announced at a later date. Proceeds totaling more than $20,000 from the sale of the first "Anthem" master ringtone (, Nov. 20, 2004) benefited the United Negro College Fund, the Ludacris Foundation and Chicago State University Foundation.