Lance Armstrong Foundation Selects Ogilvy Public Relations Worldwide to Support the LIVESTRONG Global Cancer Campaign
AUSTIN, TX, January 26, 2009 — The Lance Armstrong Foundation (LAF), a leading nonprofit organization providing resources and support for people affected by cancer, announced today that it has selected Ogilvy Public Relations Worldwide (Ogilvy PR) as its global communications partner in the fight against cancer. Ogilvy PR will work with the LAF to support the expansion of the LIVESTRONG campaign around the world, as unveiled at the opening session of the Clinton Global Initiative in September 2008.
The LIVESTRONG Global Cancer Campaign will be focused on supporting the 28 million people living with cancer worldwide, dispelling the misconceptions surrounding the disease and urging world leaders to make cancer control a greater priority. Ogilvy PR will provide a range of communications services in support of the campaign, including strategic planning, materials development, grass-roots campaign development, influencer outreach, digital influence, government affairs and special events.
"We have an ambitious, yet achievable goal in making cancer a global health priority. In Ogilvy Public Relations we selected a partner with a strong worldwide network presence in key markets and a legacy in raising awareness and driving action on public health issues," said Morgan Binswanger, LAF chief of staff. "Ogilvy PR also brings a passion for the cause that is critical to the success of this campaign."
Cancer is projected to be the leading cause of death worldwide by 2010, and claim 12 million lives by 2030. But 60 percent of all cancer is preventable, and one-third can be cured if detected early and treated effectively. Following 18 months of research on perceptions of cancer around the world, the LAF discovered there are widespread misconceptions, stigma and lack of awareness associated with cancer. In many countries, cancer is considered a death sentence, causing people to avoid seeking prevention, detection and treatment. The LAF created the LIVESTRONG Global Cancer Campaign in response to these barriers to survivorship, with Lance Armstrong leading the way by getting back on the bike to put a spotlight on cancer.