Create a Movement

As a global pharmaceutical company and a leader in the fight against cancer, our client partnered with cancer survivor and Tour de France champion Lance Armstrong to create a remarkable awareness campaign.

TBA Global was tapped to bring together Lance Armstrong and a team of 20 cyclists touched by cancer to ride across the US in just 8 days. We provided overall project management throughout the three year program, leading the charge and integrating the efforts of more than 10 cancer organizations, numerous cancer centers, sponsors and VIP guests.

We helped create compelling kick off programs on the West Coast and multiple Rally Stations and hospital events along the path to Washington DC. In DC, we created large scale finale events in front of the White House that drew tens of thousands.

This emotional event received substantial television news coverage and national acclaim, accomplished all of its objectives, and touched the hearts of many.