|Motto||Unity is strength, knowledge is power and attitude is everything.|
|Greg Lee (President)|
|Mission||To improve the lives of people affected by cancer now.|
The Livestrong Foundation (stylized as LIVESTRONG), formerly known as the Lance Armstrong Foundation, is a United States nonprofit organization (501(c)(3)) that provides support for people affected by cancer. The foundation, based in Austin, Texas, was established in 1997 by cancer survivor and former professional road racing cyclist Lance Armstrong. The Livestrong brand was launched by the foundation in 2003. Armstrong resigned from the foundation in 2012 after he was found guilty of, and admitted to, doping.
The Livestrong Foundation states that its mission is 'to improve the lives of cancer survivors and those affected by cancer'. The foundation implements its mission through direct services, community programs and systemic change. As early as 1999, the foundation began focusing on the field of cancer survivorship, specifically the practical, psycho-social needs of cancer patients and those affected by cancer. In 2000, the foundation funded cancer survivorship programs at Coke Children's Medical Center in Ft. Worth, TX and the University of Pennsylvania in Philadelphia, PA.
In 2001, the foundation awarded its first community program grant through a program that would ultimately become the Community Impact Project. The first grant was awarded to Wonders and Worries, a pilot program to help children cope when a parent has a chronic or life-threatening illness like cancer. Future recipients of the Community Impact Project include the LIVESTRONG at the YMCA, Camp Kesem', Pablove Shutterbugs, and Cancer Transitions.
In 2002, the foundation launched Livestrong Survivorcare, the predecessor to Livestrong Navigation, a free one-on-one service offering cancer navigation services to patients, caregivers, friends and family members through phone, email and online services. LIVESTRONG would ultimately open the Livestrong Cancer Navigation Center at its headquarters Austin, TX by 2010. Since its inception, Livestrong has served over 100,000 people through free programs and services such as emotional counseling, insurance management, clinical trial matching and guidance on treatment options.
In 2008, Demand Media reached an agreement with the Livestrong Foundation to license the use of the Livestrong name and mark to create a spin-off website, Livestrong.com (unconnected to Livestrong.org), a commercial health and wellness site, supported by advertisers. Demand Media hired Armstrong as a spokesman.
The foundation was a title sponsor of Major League Soccer club Sporting Kansas City's home stadium from March 2011 to January 2013, when the naming agreement was terminated. Originally thought to be because Armstrong admitted that he had used performance-enhancing drugs, the deal was severed after both sides blamed the other for failing to live up to their agreement.
Among its activities, the foundation lobbies governmental agencies, conducts research on cancer survivors, and funds a number of smaller non-profit organizations. The cornerstone of the foundation's work is the providing of free, direct, personalized support services for people navigating the physical, practical, emotional and financial challenges of having cancer. In this effort, the foundation aims to make the cancer care system more patient-focused.
In 2015, Livestrong hired Chandini Portteus as their new President/CEO. She formerly worked at the Susan G. Komen Foundation.
In 2016, Portteus resigned and Greg Lee was appointed as President. Greg Lee had served as CFO of the Foundation for over ten years.
The Livestrong wristband is a yellow silicone gel bracelet program launched in May 2004 as a fund-raising item. The bracelet was developed by Nike and its advertising agency, Wieden+Kennedy. The band became a popular fashion item in the United States by the end of the summer of 2004, and appeared on a majority of the contenders at the 2004 Tour de France.
To date, 80 million Livestrong bracelets have been sold, and have inspired several other charitable organizations to start their own bracelet selling programs. Following Armstrong's lifetime ban for doping by USADA, CNN reported that people were crossing out the "V" on the wristband so that it read "LIE STRONG".
Armstrong doping scandal and rebranding
In 2012, Lance Armstrong was banned for life and was stripped of his Tour de France victories after being found guilty of, and admitting to, doping during his professional cycling career. As a result, he resigned as chairman of the foundation in October of that year and from the foundation's board of directors in November. Prior to Armstrong's televised interview with Oprah Winfrey in which he admitted to doping the foundation released a statement that said:
We expect Lance to be completely truthful and forthcoming in his interview and with all of us in the cancer community... Regardless, we are charting a strong, independent course forward that is focused on helping people overcome financial, emotional and physical challenges related to cancer... Inspired by the people with cancer whom we serve, we feel confident and optimistic about the Foundation's future and welcome an end to speculation.
Following the departure of Armstrong, the foundation considered whether its highly visible brand image was a liability, linking the foundation and its activities too tightly with its founder. The conclusion was that a radical change would go against the foundation's key message: "It has never been about one person." The foundation changed its name from the Lance Armstrong Foundation to the Livestrong Foundation in November 2012. This decision and the strategy it adopted was primarily driven by the foundation’s own "strong sense of itself" and the "importance of its story." In the end, in a process some critics called "subtle but substantive," the foundation’s story was told through a variety of ongoing initiatives explaining the foundation's key promise, which was designed to help distinguish the organization from other organizations in the oncology community.
As a result of Armstrong's confessed guilt, on May 28, 2013, Nike announced that it would cut ties with the foundation after a nine-year relationship. After the 2013 holiday season, Nike ceased production of its Livestrong line of products, honoring its contract with the organization which expired in 2014.
Figures provided by the foundation to ESPN in October 2012 revealed that, despite Armstrong's acknowledgement that he doped, revenues were up 2.1 percent, to US$33.8 million, through September 30, 2012—according to ESPN, this total represented a 5.4 percent increase from 2011, with a 5.7 percent increase in the average dollar amount of those donations (from US$74.88 in 2011 to US$79.15 in 2012). Over the duration of its existence, the foundation has generated more than US$500 million worth of funds.
Since Armstrong's fall, the foundation's income has continued to drop. The foundation revealed that its 2013 budget was 10.9 percent less than its 2012 budget, and annual reports from the foundation show a continuous drop in revenue with annual contributions falling from $15.8 million in 2011 to $10.7 million in 2012, $7.9 million in 2013, and $3.8 million in 2014 (the last year for which audited financial reports are available). Income from licensing and royalties also declined dramatically, from a high of $7.2 million in 2007 to $1.1 million in 2014.
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- Note: The maillot jaune is a yellow jersey worn by the leader of the Tour de France.
- Where the Money Goes; Livestrong.org; retrieved January 14, 2013.
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- Michael Pearson, "Lance Armstrong's legacy may withstand accusations", cnn.com, October 12, 2012. Retrieved October 15, 2012.
- "Armstrong stands down from charity". The Sydney Morning Herald. Associated Press. 17 October 2012. Retrieved 23 January 2013.
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- "Case Study: Livestrong Branding". Retrieved 9 April 2014.
- "NIKE CUTS TIES TO LIVESTRONG". Associated Press. Retrieved 28 May 2013.
- David Rowe (18 January 2013). "Lance Armstrong begins his confession – but why Oprah?". The Conversation. The Conversation Media Group. Retrieved 23 January 2013.
- Darren Rovell (10 October 2012). "Armstrong's foundation still thriving". ESPN Playbook. ESPN Internet Ventures. Retrieved 23 January 2013.
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