the launch of an integrated media and grassroots campaign featuring Lance
Armstrong, world-class athletes, celebrities and survivors, in a call-to-action
to join the global fight against cancer. The campaign, “It's About
You,” includes a TV commercial and a collection of digital short films
featuring inspirational cancer stories, new social networking elements to help
ignite a groundswell of support to fight cancer, and dozens of LIVESTRONG city
and sporting event moments across the United States and in France.
“This
campaign is not about me. I'm just one person, and I can't fight a global
epidemic alone. We're celebrating the strength of those facing the adversity of
cancer and giving them new ways to share their stories,” said 7-time Tour
de France winner Lance Armstrong. “It's about inspiring people to turn
hope into action, so we can beat this disease that strikes far too many, too
often.”
“It's
About You” features a television spot entitled “Driven,”
featuring Lance Armstrong and cancer survivors, that debuts in the U.S. on
Sunday night, June 28th. A 30- and 60-second spot will run on ABC, CBS, Comedy
Central, ESPN, FOX, MTV, NBC, and Versus throughout the Tour de France. In
conjunction Nike is also releasing a collection of digital short films
featuring the stories of cancer survivors and those who have been touched by
someone living with cancer. Athletes to be featured include Jon Lester, Sanya
Richards and LaShawn Merritt, as well as actors Patrick Dempsey and Evan
Handler, and other cancer survivors including three-time Iditarod winner Lance
Mackey and Sean Swarner who is the first cancer survivor to
Everest.
“Lance
is a symbol of hope and courage for people living with this terrible disease,”
said Scott MacEachern, Nike General Manager for LIVESTRONG. “This summer,
we are encouraging people to actively join the fight against cancer and giving
them innovative ways to spread that message to others.”
Nike said
it is giving people innovative social media tools to share their messages of
hope and intent as they join in the global fight against cancer and are
motivated to take action. Supporters can submit inspirational messages online
or by text to a custom-made “Chalkbot” that will write those messages
in yellow chalk on the roads of the Tour de France, following the cycling
tradition of writing inspirational messages along the course. They will then
receive an email with GPS coordinates providing the location where their
message will be chalked. The LIVESTRONG pages at www.nike.com, launching this
weekend, will also feature new ways supporters can share their messages of hope
and inspiration. A digital map of the Tour de France is the site's centerpiece,
inviting supporters to create public profiles and then upload their own
inspirational stories, photos and video.
“It's
About You” will also come to life in major markets via LIVESTRONG
“Chalking” events in New York City, Los Angeles, San Francisco and
Chicago, and along the Tour de France course. Each event will tie to a
celebration happening in that city and feature a local artist who will create a
yellow chalk art installation on the streets that people will be encouraged to
expand upon with their messages. Event images will then be uploaded to the
LIVESTRONG pages at www.nike.com.
In
addition to all of the various TV, online and city campaign elements, Nike
athletes will wear yellow LIVESTRONG items at key sport moments to raise
awareness for the global cancer fight among their peers and fans.
— Men's
mile and women's 1500 athletes wore yellow at the Prefontaine Classic June 7.
— Nike
Golfers, including 2009 US Open champion Lucas Glover, will wear LIVESTRONG at
the Travelers Championship June 22-28.
— Nike
6.0 BMX athletes Mike Spinner, Garrett Reynolds and Dennis Enarson will sport
LIVESTRONG product June 26-27 at the
stop of the Dew Tour, the most attended and viewed action sports tour in the
world.
— Boston
Red Sox pitcher and cancer survivor Jon Lester will wear a LIVESTRONG glove and
spikes during the entire month of July.
—
Sprinters Sanya Richards and LaShawn Merritt will wear LIVESTRONG uniforms and
spikes at the Paris Golden League track & field meet on July 17.
— Nike
athletes playing in the American Century Celebration Golf Tournament beginning
July 14 will wear yellow.
The 60 and 30-second ads, collection of digital
films and development of the Chalkbot were developed with Wieden+Kennedy
Portland. The LIVESTRONG pages on www.nike.com were created by R/GA
