TV, Digital and Grassroots Campaign to Run During the Tour De France
Nike (NYSE:NKE) 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, “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 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.
