Hip-hop legend Joseph 'Rev Run' Simmons is fronting a campaign to help raise awareness of diabetes in the country.

The It's Tricky hit-maker is the star of a new initiative produced in conjunction with leading pharmaceutical company Novo Nordisk. The Ask.Screen.Know. drive encourages regularly screenings for the disease, which affects a patient's ability to regulate sugar levels within the body.

The Run-D.M.C. star has signed up to appear in a series of public service announcements for the cause, which is close to his heart as his father suffered from diabetes.

He says, "At this stage in my life, I had to ask myself the tough questions about diabetes. My dad had it and, just like millions of Americans, I'm at risk for the disease."

"I am the man I am today because of my dad. He inspired my music, he inspired me to be a better father, and his fight with diabetes inspired me to take responsibility for my health."

"That's why I'm working with Novo Nordisk on the Ask.Screen.Know. campaign. I'm asking people to be accountable for their health - ask the questions, listen up, and take action."