Mar 11, 2013
The Baby and the Bathwater
In one of brand history's biggest divorces, LIVESTRONG is publicly distancing itself from founder Lance Armstrong. It is painful: Lance choked on Oprah, calling stepping away from the foundation "the hardest part" of his fall from grace. But the Foundation has never been about Lance. Watchdogs say it's squeaky clean—one of the most effective non-profits in the cancer community. We, along with many others, want it to survive.
In tandem with Washington crisis-management firm Glover Park Group and LIVESTRONG executives, Rigsby Hull is developing a suite of communications to help ensure LIVESTRONG remains a force for good.