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 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 helped integrate the efforts of more than 10 cancer organizations, numerous cancer centers, sponsors and guests to formulate, execute and deliver.

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