Lance Armstrong returned to cycling for one reason: to raise awareness about cancer. For Lance, it wasn't just about winning the Tour. It's about getting others to take action. Cancer affects us all. It's about finding your bike, whatever that may be. It's about competing in your own personal Tour de France. It's about you. 'It's About You' was the theme of our campaign, and a call to action that tied together many different pieces. We created an inspirational film series, a Lance Armstrong 'Just Do It' commercial, bold print and OOH, as well as a new medium: The Chalkbot. The Chalkbot allowed the world to see their words of memoriam, hope and courage chalked onto the roads of the Tour de France. The campaign is about hope, strength, and It's About You. On June 26th, a billboard on 7th Ave. announced 'It's About You' to millions of New Yorkers. The Livestrong Films were launched June 26, about a week before the Tour. They were broadcast on ESPN, wearyellow.com as well as social networking sites. Our Just Do It spot called 'Driven' was broadcast on major networks. 'Driven' blended shots of Lance riding with cancer patients rehabbing. He explains that he's not on his bike again to silence critics, but rather to add his strength to the efforts of the people struggling with cancer. July 4th, 2009 marked the start of the Tour de France and the start of Chalkbot. By using rich media web banners, Twitter and SMS messaging, the Chalkbot received messages from many touchpoints. On the last day of the tour, we ran a full-page four color ad in the Sunday New York Times.