All across the globe people see plastic yellow wristbands. These bands, though small and seemingly insignificant, bear a message of support for cancer victims. They are part of a campaign to bring awareness to the millions of deaths cancer causes each year, as well as to its survivors. They have helped to raise money to fight cancer. They have brought attention to the lives affected by cancer. They instantly bond those both sporting the bracelet. They allow people to belong to a larger group. They have help us to LiveStrong. But the real question behind this campaign is why was it so effective at reaching the public on a global scale? What made it stand out beyond the thousand of other campaigns desperate for the public’s attention? A good campaign makes you pay attention to it. However, an exceptional campaign puts forth a clear and consistent message over time and eventually reshapes public opinion. And LiveStrong did just that. The LiveStrong campaign was particularly effective at spreading cancer awareness because its guerilla marketing techniques, which made it unique, the partnership with a celebrity, and the personalization of the deadly disease. Because the LiveStrong campaign was an unconventional type of campaign, it spread by word of mouth. Because it was spread by word of mouth it became a cultural and social phenomena part of a socially popular campaign with a philanthropic cause. The cause, to bring awareness to cancer and its victims, and increase the content of life for ones affected by cancer, hits on a personal level with almost each and every external audience member. Because cancer is far too common, the target audience is each and every individual. Reaching every individual can be a demanding task, but I can confidently express that LiveStrong has made their brand known throughout the globe. Uniqueness catches the eye of any audience and the guerrilla marketing aspect of this campaign helped to do that. LiveStro