On the 2nd of October 1996 Lance Armstrong was diagnosed with testicular cancer, Lance was a professional road racing cyclist and had won multiple stages in various races in Europe. However, when Lance was diagnosed with cancer his whole life changed. After immediate surgery and chemotherapy, Lance Armstrong was declared cancer-free in February 1997, which was the same year he started his foundation – Lance Armstrong Foundation. In 2003, the Livestrong foundation was introduced to replace the Lance Armstrong Foundation. (Livestrong, 2013).
Brief history/milestones of Livestrong
2003
Cancer patients/survivors are able to use online resource Livestrong.org
2004
Yellow wristbands are launched. 80 million Livestrong bracelets have been sold since (Farah, 2013).
2005-2011
Millions of dollars have been raised to aid in research, care for cancer patients and share the stories on a global scale.
(Livestrong, 2013).
In the years that passed, Lance Armstrong rose to greatness and won seven consecutive Tour De France titles allowing Livestrong to build a larger following. Armstrong was constantly accused of doping, and it was until after his retirement that the truth came out.. This caused Armstrong to take a step down from Livestrong to ensure the foundation doesn’t go down with him.
Livestrong has adapted well to social media, encouraging people to visit their website and gather over 1.7 million likes on Facebook, and more than 500,000 Twitter followers. It’s clear that Livestrong has utilised social technologies for it’s advantage, but also for the millions of cancer patients/survivors around the globe. So how has social technologies helped Livestrong grow?
Use social technologies for marketing communication/interaction
Using social media tools such as Facebook and Twitter, Livestrong is able to communicate with their followers very easily. The Livestrong Facebook page is able to:
- Share cancer survival stories, to inspire and give encouragement to those who are facing cancer
- Provide insightful links, blogs, reports and real life cases to help those with the challenges that occur from cancer
- Share status’ that provoke responses, e.g. “If you could share one bit of practical advice for someone going through cancer. What would it be?”
- Share links that encourage followers to donate
- Tell stories of those who are going through grief and need support
Having a social media presence can put pressure on a brands image. After the downfall of Lance Armstrong, Livestrong has faced some scrutiny and many that wear the yellow bracelet have received nasty comments. It has it effect, and there would certainly be people would refuse to support Livestrong after such an inspirational figure deceived them. Although many may not wear the bracelet anymore, those that are have a great reason, “To support cancer patients and survivors and teach us how to LIVESTRONG everyday!”. Livestrong has been apart of the cancer community now for over 10 years, and have donated millions of dollars towards cancer research and patient support. With their continuous efforts, Livestrong provides hope and support for those facing cancer experiences.
References
Farah, J. (2013, January 17th). Band Of Gold. 80 Million Livestrong Wristbands Sold. How Mine Helped Me. Retrieved September 12th, 2013, from KFBK News & Radio: http://www.kfbk.com/pages/judyfarah.html?article=10709416
Livestrong. (2013). Milestones. Retrieved September 12th, 2013, from Livestrong: http://www.livestrong.org/Who-We-Are/Our-History/Milestones
Livestrong. (2013). Our History. Retrieved September 12th, 2013, from Livestrong Foundation: http://www.livestrong.org/Who-We-Are/Our-History
Jason Collier's Social Blogsphere 