Fighting cancer is a long, hard and uncertain battle, made a little bit easier by having supportive family and friends around you. Nike supported the LiveStrong Foundation by designing a robot that could print messages in chalk on the road during the Tour De France. The long and gruelling race route was symbolic of the daily struggle of someone living with advanced stage cancer, while the road became covered with messages of support for cancer sufferers, sent in from texts and tweets to a ChalkBot account.

ChalkBot received over 36,000 messages and gained 4,000 followers on Twitter, whilst Livestrong saw a 46% increase in sales.