Pepsi's RefreshEverything may be the most successful social media campaign ever. Last year RefreshEverything collected over 40 million votes for more than 7,000 community ideas and awarded over a million dollars in "grants" based on the votes. Pepsi continued RefreshEverything in 2011.
In June Pepsi included several cancer ideas, including one of mine.
Story of Cancer
During chemotherapy, cancer patients and their families form an instant community. Cancer strips away normal social conventions and collapses time. Chemotherapy, at places like the Duke Cancer Institute and UNC's Linberger Cancer Center, is administered in a community setting. Your chemo chair may be next to two or three others. Bonds formed in chemotherapy are instant, easy, and rich.
How, I wondered after returning from Martin's Ride To Cure Cancer, could we create the kind of robust support network so easily established during chemotherapy? Could an online community help cancer patients and their families share inspirational stories and feel less alone? We didn't feel alone riding across America. I described an arduous climb and the many instant communities we formed in "Climbing Mount Baldy with Lance Armstrong." Sitting in Duke's "chemo in the round" room, the idea for The Story of Cancer was born (see pictures of me at Duke Cancer Institute here).