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From : SBARTSTV
Added: Jun 29, 2009
Nike and Lance Armstrong Unite to Inspire and Mobilize the World in the Fight Against Cancer Nike today announced 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, Its 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. Im just one person, and I cant fight a global epidemic alone. Were 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. Its about inspiring people to turn hope into action, so we can beat this disease that strikes far too many, too often. Its 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 summit Mt. 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 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 sites centerpiece, inviting supporters to create public profiles and then upload their own inspirational stories, photos and video. Its 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. • Mens mile and womens 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 Chicago 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 Championship 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.
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