I know I’ve been offline for a while, but how did I miss this?
In short you can send a message of hope and inspiration to cancer survivors and suffers. The idea is brought to life by placing that message in front of Lance Armstrong as he rides. The message is printed on the road, photographed and then sent back to a gallery where the author can forward to friends.
A brilliant example of digital physical ideas.
The video explains it better than I do.