The Lance Armstrong Foundation

The Lance Armstrong Foundation needed help with strategic support and guidance in the Foundation’s messaging, identity and branding. Our job was to make their mission relevant to the more than 10 million people living with cancer, as well as corporate sponsors, researchers and educators. Our premise was that the Lance Armstrong Foundation needed to position its brand as the ‘tough fighter’ against cancer – much like the personality of Lance himself [and an ‘asymmetric’ approach to the typically gauzy traditional world of cancer]. At the time, the Foundation, along with Nike, were introducing a yellow wristband that they wanted to sell. We suggested branding it with LIVESTRONG™ and helped them raise tens of millions of dollars through sale of more than 70 million wristbands globally. As importantly, the LIVESTRONG wristband became a social medium, signaling that people had a cancer story to share and creating perhaps hundreds of millions of conversations about cancer that wouldn’t have otherwise been shared.