January 2009
The Lance Armstrong Foundation (LAF), a nonprofit organization providing resources and support for people affected by cancer, has selected Ogilvy Public Relations Worldwide (Ogilvy PR) as its global communications partner in the fight against cancer.
Ogilvy PR with LAF will support the expansion of the LIVESTRONG campaign around the world
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.
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.
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.
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