When Lance Armstrong left the foundation, it left a non-profit that does nothing but good for the world with a perception of being evil. It also left the public with no idea what the Foundation actually does.

We turned to an honest, wholehearted and fun group of people to help educate the world about what the Foundation really does — the LiveSTRONG interns.

The interns delivered a unique stat about the foundation and delivered it via a video tweet to their favorite Twitter celebrity. The interns then performed a unique skill of their own, in hopes of a celebrity re-tweeting the fact.

The campaign helped turn the tide of hate for LiveSTRONG by educating the world about what they do, and put a softer face to a foundation that had always seemed to be about winning at all costs and crushing anything that gets in its way.

Total use of earned media went toward changing the perception of a brand by pressuring in high profile celebrities on Twitter to tweet on the behalf of the Foundation.

The LiveSTRONG interns created video tweets featuring a unique stat about the foundation and delivered them to their favorite Twitter celebrities. The interns also performed a unique skill of their own, with the hope of a celebrity re-tweeting the fact.

The more people re-tweeted the fact, the more pressure was put on the celebrity to re-tweet it.

All videos were housed on LiveSTRONGDAY.org for all to see and share, as well as a place for people affected by cancer to share why they were #STILLSTRONG for LiveSTRONG.

Sharing increased 10 times more than previous years, as we were giving people something relevant to share: high profile celebrity re-tweets from Judd Apatow, Katie Couric and Stewart Scott to name a few. The LiveSTRONG call center for help received their highest volume day in the Foundations 16-year history. Engagement with the site doubled. And got 14 million impressions from social content alone.