Truly innovative and passionate companies realize the marketing potential of connecting with a cause. ACG’s founder, Rachel Armbruster, saw the power of cause marketing first hand in her role as Vice President of Development at the Lance Armstrong Foundation (LAF), now LIVESTRONG. One of her many successes at LAF was managing the Nike relationship for six years and launching the LIVESTRONG wristband campaign. Today there have been over 84 million bands sold to support LAF’s mission to develop evidence-based solutions that address both the common and unique problems cancer survivors are facing around the world. Rachel shares lessons learned from her experience with the campaign in her book, Banding Together for a Cause, and at speaking engagements around the country.