In July 2009, Lance Armstrong came out of retirement to raise awareness for the 28 million people around the world who fight cancer every day. When our friends at Purpose Campaigns asked us to join them in naming, positioning and branding the Lance Armstrong Foundation’s global fight against cancer in just three weeks, we jumped at the chance. We extended the famous brand by creating “LiveStrong Action: A World Without Cancer,” designing a truly global platform for engaging the community in collective action. Shortly after launch, 1.3 million people had joined the campaign, 125,000 had signed a petition for the World Cancer Summit and more than 50,000 dedications had been created for loved ones fighting cancer.

 

 

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