By: Chelsea Jenkins
Everyone knows the story of Lance Armstrong.
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| Students waiting Rae Bazzarre's lecture Photo Cred: Chelsea Jenkins |
An American former professional cyclist, who had won the
Tour de France, a record of seven consecutive times. All before being banned from competitive cycling for life in
2012 when finally, The United States Anti-Doping Agency’s released its
long-awaited report, which concluded once and for all that Lance Armstrong, the
LIVESTRONG Foundations founder and chairman, was guilty of doping during his
legendary cycling career.
“As a result of the released evidence from The United States
Anti Doping Agency, and in an effort of inoculate the foundation from further
fall out,” Rae Bazzarre told a captivated audience Tuesday at High Point
University. “Lance Armstrong
stepped away from the organization, but at the worst possible time.”
This lecture, about Lance Armstrong and the wonderful
foundation he created but was ultimately forced to leave, was held Tuesday,
April 2, as part of the 2nd annual Communication week. It was just one of six events hosted by the Nido R. Qubein School
of Communications.
Rae Bazzarre, who served as the Director of Communications
& External Affairs for the LIVESTRONG Foundation spoke to students about
her experience with the organization and moving forward from the controversy
surrounding the career of Lance Armstrong.
“As the scrutiny of Lances cycling career continued, the
foundation felt it needed to focus the narrative on its missions and the people
it serves,” said Bazzarre. “Our
method was simple: our doors are still open and we will help.”
As a result of the controversy, Bazzarre told her audience
that the media turned to the foundation for its reaction. As a Crisis communicator with more than
15 years of experience in non-profits, Bazzarre knew they would have to make
their message clear.
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| During the lecture, showing her contact information Photo Cred: Chelsea Jenkins |
Her goal? To get the message out there to reassure patients
that their doors would remain open while also sharing the message that the
foundation was disappointed and mislead along with the rest of the world. A message that resonated all over the
world. The foundation needed this to
begin creating its own strong independent force forward.
This movement all started with rebranding. While dealing with the crisis at hand,
the foundation needed a rebranding effort that included an official name change
from The Lance Armstrong Foundation to now well-known LIVESTRONG
Foundation.
“Given the widespread media attention, our mission was at
risk we could not whisper we had to shout,” said Bazzarre. “We had to ask people to fight with us,
we stuck to the facts and we shared a tight focused document about the
LIVESTRONG Foundation with any person who requested an interview or any
information. Its contents were
echoed via every channel available to the foundation.”
Along with the rebranding, Bazzarre described every other
way the organization moved away from its image with Lance Armstrong. Everything from the website, to the
boiler plate, to logos and taglines as well as marketing materials advertising
the foundation, were changed to reflect this new and improved
organization.
“I thought the changes and improvements made upon the
organization were some that were absolutely necessary,” said Natalia Gilio a
High Point University senior attending the lecture. “When you look at them now, you can see there are people who
work for the foundation that are very committed to their mission. People who are proud to be apart of
this new and improved organization.”
So what now?
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| After the lecture Bazzarre accepting any questions Photo Cred: Chelsea Jenkins |
In 2013 the LIVESTRONG Foundation embarked on a thorough and
thoughtful strategic communication process so that it can push forward in confidence
because its work to support people affected by cancer now is both critical and
unique.
“I was really surprised to see how well Rae Bazzarre and the
rest of the foundation handled that difficult situation,” said Clara Abernathy
a senior at High Point University.
“Granted she is a professional, but if it were me, it wouldn’t have gone so smoothly.”
Undoubtedly, the last several years has had to have been
challenging, but it seems as though the foundation is intently focused on its
mission. It wants people who are
living with cancer today to be considered as important as the search for the
cure tomorrow. Instead of solely
focusing on controversy and everything in between.
“And the livestrong foundation is not the same foundation
that it was two years ago or five years ago but it is important to note that
its not trying to be its instead trying to be better,” said Rae Bazzarre as her lecture came to an end.
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