Cause Marketing | Lance Armstrong Foundation

In honor of Children’s Health Awareness Month, the Lance Armstrong Foundation has developed a Children’s Health Initiative, including community outreach events in 12 major cities in the U.S., their website LiveStrongKids.com, and supportive national, co-branding and marketing partnerships.

Voices of Hope Productions developed a partnership strategy and presentation linking award-winning Tour de France celebrity and road racing cyclist, Lance Armstrong with General Mills and their “whole grains” Cheerios product and “championing people” theme.

General Mills creates innovative products that make lives healthier, and whole grains have been known to help with some forms of cancer. Through their focus on youth nutrition and fitness, weight management and reduced calorie options, Cheerios brand cereal is a strong partner and ally for the Lance Armstrong Foundation.

The “Live Strong with a Healthy Lifestyle Partnership” cause marketing strategy includes Lance Armstrong’s image placement on boxes of Cheerios brand cereal with “LiveStrong” Bracelets in each box of Cheerios, as well as a supportive marketing alliance including print, television, in-store point of purchase and online media.

With an endorsement from celebrity champion Lance Armstrong, General Mills strengthens its identity as a supporter of healthy lifestyles, and the Lance Armstrong Foundation develops a partner and source of funding to raise awareness for early detection, improve cancer care and treatment and help conquer childhood cancer.

Posted on Sunday, January 23rd, 2011 at 7:40 am. Filed under: Social Issue Campaigns Tags: cancer, cause marketing, champions, co-branding, exercise, fitness, General Mills, health, healthy eating habits, innovative products, Lance Armstrong Foundation, reduced calorie options, whole grains, wieght management, youth