As a global leader in oncology, Bristol-Myers Squibb is committed to extending and enhancing the lives of patients, families and caregivers fighting cancer.  Central to this mission is the desire to reduce fear around cancer.  By reducing fear, we can reduce the stigma associated with the disease and, hopefully, increase the dialogue between patients and physicians, including the role of cancer clinical trials for eligible patients.

No other individual represents hope in the face of cancer more than Lance Armstrong.  In addition to partnering with Lance Armstrong and the Lance Armstrong Foundation, BMS enlisted the support of the Oncology Nursing Society, CancerCare, and the National Coalition of Cancer Survivorship to help launch the Cycle of Hope.

The Cycle of Hope was a public relations campaign launched with a major event in New York City that included BMS, Lance Armstrong, patient advocacy groups, media, physician groups, patients, caregivers, not to mention members of the cycling community.  This cancer communications initiative yielded more than 100 million media impressions, including coverage on numerous national television, and mainstream print and web media outlets.

In addition to media coverage, the Cycle of Hope healthcare public relations campaign included the distribution of PSAs for radio and TV, the launch of a website and the distribution of a Cycle of Hope brochure. 

Every aspect of this campaign exceeded its goals.  BMS reprinted the brochure early due to overwhelming demand and the PSA was touted as the most widely broadcast medical PSA ever.

More important, the Cycle of Hope program evolved into the Tour of Hope, a major BMS initiative designed to take the message of hope to regional cities throughout the U.S.  Lance Armstrong continues to be an icon for cancer patients and their loved ones throughout the world.