Awareness

On Oct. 2, 1996, Lance Armstrong was diagnosed with testicular cancer. A year later he would begin the Lance Armstrong Foundation and embark on a journey that would lead him to an unprecedented run of Tour De France victories and establish himself as one of the greatest and most inspiring athletes of all time. And while the narrative of Armstrong's athletic successes has changed ever so slightly, he has decided to continue the foundation along with Nike to promote cancer research in an effort to find a cure for the disease.

Asking solid questions can make the difference between an effective promotion and a flop. Here are some suggestions to help you reach your target audience.

A paper wrist strap similar to the bands worn at festivals can help prevent over-exposure to the sun and reduce the risk of cancer.

The device lets people know when they have been exposed to a certain amount of UV radiation by changing color.

The monitor works by changing color from yellow to pink as the strength of UV radiation increases.

It operates through an acid-release agent which picks up ultraviolet light and a dye which responds to pH levels in the indicator.

Developed by Strathclyde University, the technology will be commercialized by Swedish-based company Intellego Technologies.

Are you looking for a product that sends just the right message for an awareness campaign? Here are some suggestions.

Just like in the for-profit world, there are many small and mid-sized nonprofits that would make great use of promotional products if given the chance. Their budgets might be a little tighter than you're used to, but we can show you how to deliver the most value for the least money.

Volunteers from The SAAGNY Foundation, located in Woodcliff Lake, N.J., spent Wednesday, July 18 at Happiness is Camping in Blairstown, N.J. This is the 12th year that the foundation volunteers participated in the camp's annual "Pirates Day" festivities.

Prime Line, the Bridgeport, Connecticut supplier, announced that it will donate 5 percent of sales from pink items between July 1 and October 31, 2012 to breast cancer research, education and support.

There will always be a need to find a cure, to spread awareness, to connect. In turn, Americans have built a diverse, multibillion dollar industry by volunteering their time and money to drive attention to important causes.

Ad Bands now offers FotoFlex wristbands, the first stretchable rubber wristbands that use four-color imprinting of digital graphics, allowing users to turn a rubber wristband into a mini-billboard for maximum promotional effect.

If you haven't worn one yourself, it's highly likely you've at least seen a yellow Livestrong wristband. The ubiquitous bracelets are as much a fashion statement as they are a call for solidarity. But seven years ago, the Lance Armstrong Foundation thought the fund-raising wristband, a collaborative effort by Nike and Wieden+Kennedy, would be an absolute dud.

"First and foremost, we thought it was a terrible idea—a horrible idea," said Doug Ulman, CEO of Livestrong, at Fast Company's Innovation Uncensored conference in San Francisco last week.