It’s about cancer, and it’s about you. See Lance’s comeback to cycling as one big call to lead a healthy life, to get involved with something you believe in, and to speak out against cancer or other issues that you face. To propagate the Livestrong message, we created an inspirational film series, a Lance Armstrong ‘Just do it’ commercial, and bold print and outdoor advertising, as well as a new medium: the Chalkbot. The Chalkbot allowed the world to see their words of memoriam, hope and courage chalked onto the roads of the Tour de France. The campaign is about hope, strength, and most of all, it’s about you.
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