AUSTIN, TX: The Lance Armstrong Foundation (LAF) has hired Ogilvy PR to help expand its more than decade-old cancer awareness LiveStrong campaign globally.
The “LiveStrong Global Cancer Campaign” kicked off in Adelaide, Australia, on January 19 with the “Tour Down Under.” The two-year effort will incorporate “aggressive” outreach in many markets aligned with Armstrong's own cycling schedule, said Jamie Moeller, MD of Ogilvy's global public affairs practice and account lead.
Outreach for the Australian launch event focused on NGOs and Australian policy makers. The campaign also includes media outreach and digital efforts, such as an Australian-facing Web site. Similar tactics will accompany other markets where the effort will be promoted, such as Italy and France. PR will be tailored from country to country, said Moeller.
“In some countries, there's a stigma attached to cancer,” he noted. “We will be creating public awareness... campaigns focused on the need for screening and treatment.”
Local advocates will help leverage outreach through channels like social media and events. Ogilvy will develop additional materials, such as market-to-market research, press materials, and possibly PSAs.
The agency began work in early December after a competitive, two-round review. It is the first time the nonprofit has hired a PR firm for a global effort, Moeller said.
The LAF could not immediately be reached for comment, but in a press release, its chief of staff Morgan Binswanger noted that it has an “ambitious, yet achievable goal in making cancer a global health priority.” He added, “[Ogilvy has a] legacy in raising awareness and driving action on public health issues.”
The firm will execute the campaign across its international offices and practices, including public affairs, healthcare, and 360º Digital.