Extensive social media and event activation marketing campaign resulting in a major sponsorship agreement with Eli Lilly Company and our client.

Ryan Reed was poised to become one of the nation’s top race car drivers when he received a life-altering diagnosis of type 1 diabetes. The medical community initially delivered the devastating news that he might never race again. In response to this adversity, Ryan transformed into a passionate advocate for diabetes awareness and took the initiative to establish the charitable foundation, “Ryan’s Mission.”

With unwavering dedication and the support of his healthcare team, Ryan successfully lobbied NASCAR to revise their regulations, enabling drivers with diabetes to compete once more in the sport. Our team played a pivotal role in crafting the initial marketing campaign for this groundbreaking program. Working collaboratively with Ryan and his entire business development team, we created a comprehensive set of campaign assets that ultimately led to a significant partnership with two esteemed organizations: the American Diabetes Association and Lilly Diabetes. This partnership secured Ryan’s position with Roush Fenway Racing in the #16 Ford Mustang for an impressive five seasons.

This remarkable collaboration with the American Diabetes Association and Lilly Diabetes, under the banner of “Drive to Stop Diabetes,” utilized Ryan’s inspiring story as its driving force. The campaign extended its reach beyond the racetrack, encompassing awareness and educational initiatives at select NASCAR Nationwide & Xfinity Series races, as well as a multitude of health and wellness programs conducted off the track, spreading their message of hope and empowerment throughout the nation.