Raising Awareness of Cancer Clinical Trials: The Tour of Hope

What happens when you build a team of headstrong cancer survivors, some of the nation's top cancer researchers and perhaps one of the most famous cancer survivors of all time - and put them on bicycles and send them across the country?  You get a great story full of inspiration and hope.  That's what we created for Bristol-Myers Squibb with the Tour of Hope™.
 
This three-year corporate image program featured cancer survivor and seven-time Tour de France champion Lance Armstrong and engaged the  nation's leading cancer advocates, treatment centers, and health care providers in spotlighting the importance of cancer clinical trial participation. Across the country, crowds came out to cheer the riders along the route, join in events at cancer centers, and follow the journey through an interactive online community
 
The Tour of Hope generated tremendous media coverage and strengthened relationships for BMS with advocacy partners and oncology professionals.  Most importantly, the Tour provided hope to people touched by cancer and encouraged people to think more carefully about clinical trials as a treatment option - which will be critical in moving us toward a cure.