Nike and the Lance Armstrong Foundation joined forces Sunday in 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, “Driven” and a collection of digital short films featuring inspirational cancer stories.
Athletes 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.
While the campaign ran throughout the Tour de France, Sunday and Monday, the TV ad aired on:
— ABC, CBS, Comedy Central, ESPN, FOX, MTV and NBC
— NY Subway Series (Yankees/Mets) game.
— SportCenter on ESPN.
— LIVESTRONG on Good Morning America, the Today Show, The Late Show with David Letterman and The Tonight Show with Conan O’Brien.
