The UK has Red Nose Day. From today, the US has the Wear Yellow Live Strong campaign: $1 gets you a yellow wristband.
All proceeds will go to the Lance Armstrong Foundation (LAF). This is a Nike initiative. The company is stumping up the first $1m. Charity officials hope a further $5m will be raised before Mellow Johnny's July attempt win his historic sixth Tour de France victory.
The yellow wristbands carry Lance's mantra, Live Strong. All proceeds will benefit LAF programs that help young people with cancer.
"Young people with cancer should be empowered to fight hard, dream big and live strong," said Armstrong
"We all have important work to do to make sure young people get the tools and services they need. Nike's incredible support for our mission will help the Foundation do our part to raise awareness, funds and even spirits."
Live Strong Yellow Wristbands will be available from May 17th for $1 each at http://www.wearyellow.com and Niketown locations in the US.
The Lance Armstrong Foundation was founded in 1997 and is located in Austin, Texas, Lance's home-town.