A Fundraising Tour de Force
Aggressive branding powers a strong response to the Lance Armstrong Foundation campaign.
And you don’t have to own a bicycle or even know how to ride one to recognize the ubiquitous, yellow, rubber LIVESTRONG wristbands donned — at one point or another — by more than 50 million people worldwide. Sold at $1 each by the LAF, the bracelets are part of a program started in May 2004 that sparked a rubber-bracelet fundraising craze.
- Companies:
- Lance Amstrong Foundation
- Merkle|Domain
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