In the midst of the Tour de France, a Pittsburgh robot is roving the streets, paving the raceway with messages of hope and inspiration for riders and survivors of cancer.
Nike LIVESRONG has launched an integrated media campaign, “It’s About You,” to inspire a greater global awareness in the fight against cancer. Lance Armstrong, a slew of celebrities, TV commercials and a
deeplocal creation called Chalkbot are stepping up for the cause.
In the tradition of displaying written messages for riders along the route, Chalkbot receives text messages from people all over the world and paints them in yellow on the raceway, explains Nike spokeswoman Carmen Velasquez. The messages are documented on the Nike Web site with a digital Google map that invites supporters to create public profiles and upload inspirational stories, photos or video.
Chalkbot was receiving about 200 text messages a day at last count.
“We built Chalkbot so people from everywhere can spread messages of hope and cancer survival to the entire world at the Tour de France on the streets,” says Nathan Martin of DeepLocal in a video created about the campaign by
LegionMedia of Pittsburgh. To view the video, click
here.
“It’s About You” will also surface through similar “chalking” events in New York City, Los Angeles, San Francisco and Chicago. Each event will tie to a celebration happening in that city and feature a local artist who will create a yellow chalk art installation on the streets that people will be encouraged to expand upon with their messages.
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here.Writer: Debra Diamond Smit
Source: Carmen Velasquez, Nike
Image courtesy of Nike LIVESTRONG