CaseStudy:

While celebrities often lend their high-profile names to boost awareness for various healthcare causes, it's less common that a disease helps to shape a celebrity's image.
Lance Armstrong, who is known as much for being a cancer survivor as he is for being a champion Tour de France cyclist, has this level of recognition. And in the world of cancer
advocacy, where there's an endless who's who list of celebrities promoting its causes, Armstrong's distinct message of hope also made him an enviable outreach partner and
spokesman for Bristol Myers Squibb's cancer education efforts.