Lance Armstrong Campaign: LIVESTRONG

http://www.livestrong.org/

SENSE

Though LIVESTRONG campaign is most well known for the visual imagery of the bright yellow bracelet, more than 50 million people wear the LIVESTRONG bracelet globally, the LIVESTRONG website has topical articles and information for visual senses and personal story audio files for auditory senses.

FEEL

Cancer is an emotional topic. The LIVESTRONG campaign inspires people to empower others and/or be empowered by those around them. This particular campaign makes it particularly difficult to disassociate the community (RELATE) from the emotions (FEEL) because the community inspires the emotion through strength and unity.

ACT

The motto, LIVESTRONG, encourages those directly or indirectly impacted by cancer to take action by changing their attitude and gaining knowledge. Their belief is that these changes have a significant impact on the success of cancer treatment and recovery. For cancer fighters they encourage action through materials like the LIVESTRONG survivorship notebook and worksheets. For everyone they encourage and enable grassroots fundraising, advocacy, personal donation and volunteering through print materials and the website. Note that most of the buttons on the website are action oriented.

THINK

Though the LIVESTRONG motto is action oriented the meaning behind it is all about knowledge. The more you know the more you can do. The more you know about fighting your cancer the better chance you have of beating it. The more you know about your friend or family member’s cancer the better chance you have of helping them and of empowering them and yourself.

RELATE

The LIVESTRONG campaign is all about creating a community. However its high brand awareness and exponential growth for such a personal topic has weakened its ability to create an intimate and effective community. Surprisingly the website does not seem to allow ways for people to connect and communicate with each other.

MAXIMIZING SEM’S

It was quite challenging to find a campaign and product that touched the maximum number of experiences AND was not an overused campaign. However, the reason is because the campaigns that manage to touch the greatest number of experiences while maintaining their brand strategy puts them on top.