LIVESTRONG Day

Instrument concepted, designed and built the 2011 LIVESTRONG Day website to support the organization's challenge to "Wear Yellow with Lance." We focused the site boldly on the numbers with a ticker, front and center, logging pledges, tweets and other interactions in real time. A global map tracks the impact with actual locations sprouting up as the message of LIVESTRONG Day spread.

We took the message further by asking people to tell their own personal story involving cancer and share it with the world to serve as inspiration for those who continue to fight. To drive traffic back to the site, we prompted those who had shared stories and pledges to post outside the site on Facebook, Twitter and Google+. To gather users locally, we created a section where people could post their own LIVESTRONG Day events, get resources to promote their event and search to find other LIVESTRONG events in their area.

In phase two of the site, we added the ability to "Go Yellow"-- to upload and create a yellowed, branded avatar to show support on social networks. At the end of LIVESTRONG DAY, we took the avatars generated and created downloadable wallpaper with the final tally of pledges to show the real faces of pledgees.

The result of LIVESTRONG Day was a staggering 28 thousand people pledging to wear yellow and over 1500 personal stories shared from around the world.

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