LIVESTRONG(R) Tells World Leaders to Face Up to the Global Cancer Crisis

AUSTIN, TX--(Marketwire - September 12, 2011) - LIVESTRONG is telling world leaders to face up to the global cancer crisis and is asking anyone affected by cancer -- those with the disease, family, friends, caregivers and healthcare professionals -- to join them by adding their photo to a global mosaic through simple Facebook app and FACE UP TO IT. LIVESTRONG plans to use these faces to create a call-to-action video that will be displayed in New York's Times Square, posted to world leaders' web pages and Twitter feeds and a static mosaic that will be featured in the New York Times and on cycle billboards riding around the United Nations.

On September 19-20, LIVESTRONG will attend the United Nations High-Level Meeting on Non-Communicable Diseases in New York. This once-in-a-generation opportunity is only the second high level meeting the UN has held on a global health issue and provides an international platform to draw attention to the massive toll -- both in financial and human terms -- of cancer and other pervasive diseases including diabetes, cardiovascular and chronic respiratory disease, which claim the lives of 36 million people around the world each year.

These non-communicable diseases (NCDs) are responsible for more deaths than from any other cause. Contrary to prevailing assumption, NCDs significantly impact populations in low- and middle-income countries, where about 80 percent of NCD deaths occur.

Cancer alone kills more people than tuberculosis, AIDS and malaria combined. More than half of new cancer cases and almost two-thirds of cancer deaths occur in low- and middle-income countries. By 2030, experts predict that 70 percent of the global cancer burden will be shouldered by the people and economies of the developing world.

"This is our chance to make cancer a global health priority," said Doug Ulman, LIVESTRONG President and CEO. "LIVESTRONG is collecting photos of supporters from around the world to show in New York. By adding their image, people can help confront world leaders with the faces of our global movement."

The FACE UP TO IT app on Facebook allows users to add their face, name and location to a mosaic of supporters around the world. Once added, users can see others within immediate geographic vicinity, friends, as well as how many people they have influenced to participate. Users can share the experience with friends via Twitter, Facebook and Email.

In addition to the Facebook app, FACE UP TO IT can also be implemented as a standalone micro-site. LIVESTRONG is supporting fellow NCD partners by providing individual instances of the app for their own calls-to-action. The following partners currently have live instances of the app: Arogya World, Framework Convention Alliance, International Diabetes Foundation, World Heart Federation and World Lung Foundation. All instances of the app reflect the gross aggregate number of signers across all NCD partners.

About LIVESTRONG/Lance Armstrong Foundation
LIVESTRONG serves people affected by cancer and empowers them to take action against the world's leading cause of death. Created as the Lance Armstrong Foundation in 1997 by cancer survivor and champion cyclist Lance Armstrong, the organization is now known publicly by its powerful brand -- LIVESTRONG -- and is a leader in the global movement on behalf of 28 million people around the world living with cancer today. Known for its iconic yellow wristband, LIVESTRONG has become a symbol of hope and inspiration to people affected by cancer around the world. Since its inception, the organization has raised more than $400 million for the fight against cancer. For more information, visit LIVESTRONG.org.