Project Highlights

• A Site for a Phenomenon

  Raising money for cancer survivors

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A Simple Idea. A Good Cause.

Nike and the LAF launched the Wear Yellow campaign to raise $5 million for cancer survivors through the sale of yellow wristbands bearing Lance’s mantra, Live Strong. Odopod worked with the LAF and Nike to create WearYellow.com.

As a hub for the campaign, the site links broadcast, print and online advertising with the LAF site. It’s purpose is to inspire visitors to buy the wristband. The site features stories of survivors, patients, nurses and loved ones - each describing why they wear the band.

The Virtual Peloton provides a forum where visitors can add their name and join others in expressing how cancer has affected their lives. Each entry is represented by an individual cyclist in the growing peloton.

The campaign enjoyed phenomenal success, with over 4 million unique visits, 300,000 Virtual Peloton postings, and more than 40 million wristbands sold.

We launched the peloton hoping for 10,000 participants. We were amazed when it exceeded 300,000.