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, grassroots 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.
The LAF is the catalyst that will bring together survivors, world leaders and policy makers who must commit to cancer control before it becomes a public health catastrophe. This global movement will include an anti-stigma campaign, a global awareness campaign and support of Lance Armstrong’s tour appearances in 2009. The work commences at the kick-off of the campaign during the Tour Down Under in Adelaide, Australia in mid-January. A focus of the efforts will be the first LIVESTRONG Global Cancer Summit this summer, which will bring together world leaders and the cancer community to pledge their commitments to cancer control in their countries.
“This is an incredibly significant and exhilarating new commitment for us,” said Jamie Moeller, managing director of Ogilvy PR’s global Public Affairs Practice. “Lance Armstrong and the entire LAF team have made incredible strides in raising the priority of cancer awareness. This work with the LAF builds upon our global experience in ally development, grassroots advocacy and promoting cancer prevention and early detection and we are honored to be their partner in taking the issue to the global stage.”
Moeller will lead the integrated account pulling from the agency’s expertise across its global Public Affairs, Social Marketing and 360˚ Digital Influence Practices. Based in Ogilvy PR’s Washington, DC office, the account will also be supported by team members located in the firm’s London, Paris, Mexico City, Sydney, Milan, Johannesburg and Brussels offices, in addition to others around the network as needed.
About Lance Armstrong Foundation
At the Lance Armstrong Foundation, we fight for the more than 28 million people around the world living with cancer today. There can be – and should be – life after cancer for more people. That’s why we kick in at the moment of diagnosis, giving people the resources and support they need to fight cancer head-on. We find innovative ways to raise awareness, fund research and end the stigma about cancer that many survivors face. We connect people and communities to drive social change, and we call for state, national and world leaders to help fight this disease. Anyone, anywhere can join our fight against cancer. Join us at LIVESTRONG.org.
About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a leading global marketing communications firm, with offices in more than 60 cities around the world. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360˚ digital influence, corporate, technology and entertainment practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR also offers government affairs services through its subsidiary Ogilvy Government Relations. Ogilvy PR is part of the WPP plc, one of the world’s largest communications services organizations (NASDAQ: WPPGY, www.wpp.com). For more information, visit our Web site at www.ogilvypr.com.