Crash may be the naughty and fun-loving critter that we love for most of the time, but there are times in a video game character's life when he has to stop, think seriously and take the side of the angels in a noble cause. He's set to stop Dr. Neo Cortex in Crash of the Titans on the Microsoft Xbox 360, Nintendo Wii, Nintendo DS, Sony PlayStation Portable and mobile platforms later this year but before he does, he's got more important things in mind.

Crash is currently involved in the Leukemia & Lymphoma Society's School & Youth program which aims to raise awareness and support from America's youngsters about various blood cancers. He'll be appearing in posters, leaflets and different activities to drum up the campaign and get help where it's needed.

If you haven't heard, Crash has been part of the same movement before. Last year, the Society and Vivendi Games have joined forces in a similar plight and ended up with US$ 18 million in funds to donate to research institutions. They hope to top that this year by bringing in more kids to the scene.

Vivendi's executive vice president of Human Resources expressed the company's sense of honor in the part they are playing to fight blood diseases and said, "Crash is a bandicoot with a big heart; he’s brave, he’s loyal and he’s always ready for a good fight and a great cause. We feel this is a winning combination for a tremendous cause."

Crash Bandicoot is one of the most popular platform-type video game franchises of all time, selling more than 35 million copies of its games ever since its field day in 1996.