Create a Movement

Our client, a global pharmaceutical company, wanted to raise awareness about cancer and to invigorate and inform the public about the importance of participating in cancer clinical trials. They also knew they wanted to do more with their spokesperson, multiple Tour de France champion Lance Armstrong.

We helped create the Tour of Hope, an awareness campaign that engaged its employees and critical audiences including cancer organizations, doctors, caregivers and people touched by cancer. 20 cyclists affected by cancer were selected to ride with Armstrong across the US in just 8 days. Along the route, celebrations were staged at cancer centers and along roadsides to allow patients, caregivers and the media an opportunity to engage with the cause.

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, agencies and VIP guests.

From the compelling kick off programs on the West Coast, to the multiple Rally Stations and hospital events along the way, to the grand finale on the steps of the White House in Washington DC, this emotional program received substantial television news coverage and national acclaim, accomplished all of its objectives, and touched the hearts of many.

For more see the archived website here.