Ryan Reed was well on his way to be one of the top race car drives in the country when he was diagnosed with type 1 diabetes and doctors said he would be unable to race again. As a result, Ryan became a diabetes advocate, and established the foundation Ryan’s Mission. With the help of his medical team he was able to get NASCAR to change the rules for drivers with diabetes, that would allow him to race again in NASCAR.
We built all of the initial marketing campaign for this program. Working closely with Ryan and his entire business development team to build out all the the campaign assets that finally resulted in the partnership with the American Diabetes Association and Lilly Diabetes and secured Ryan’s ride with Roush Fenway racing in the #16 Ford Mustang for 5 seasons. This unique collaboration with the Association and Lilly Diabetes to Drive to Stop Diabetes used Ryan’s story as the voice. The Drive to Stop Diabetes campaign included awareness and educational efforts at select NASCAR Nationwide & Xfinity Series races as well as at several off track health and wellness initiatives throughout the country.