Ryan’s Mission / American Diabetes Association: Drive to Stop Diabetes (Cause Marketing)

HB&M Sports helps to support Ryan's Mission and the American Diabetes Association in promoting diabetes awareness and education at NASCAR events nationwide.


In February 2011, NASCAR Nationwide Series rookie, Ryan Reed, was diagnosed with type 1 diabetes during the height of his racing career. After being told he would never race again, Ryan's determination to get back on the race track soared. He became committed to being a role model in the diabetes community and formed his nonprofit organization, Ryan’s Mission, to help build awareness and touch the lives of so many that have been affected by the disease.

Ryan’s Mission then joined forces with the American Diabetes Association (ADA). The two organizations collaborated on the American Diabetes Association’s Drive to Stop Diabetes, using Ryan’s story as a message of inspiration. The Drive to Stop Diabetes campaign, presented by Lilly Diabetes, includes awareness and educational efforts at select NASCAR races, as well as at several off-track health and wellness initiatives throughout 2014. The Drive to Stop Diabetes mobile movement focuses on educating the community about diabetes.  

Working alongside Ryan's Mission and the ADA, HB&M Sports helps bring the campaign to life at select events nationwide. Activating at 14 NASCAR weekends in 2014, HB&M Sports provides turnkey event management for the program, including inventory organization, asset transportation, and on-site set-up and execution.

Within the exhibit, the ADA hosts an experiential learning area to increase awareness of diabetes and allows fans to learn more about Ryan Reed and the Drive to Stop Diabetes in an engaging, interactive setting. Fans are introduced to ADA partners and are able to sample unique product offerings that are formulated to provide relief and assistance to those with the disease. Fans are able to donate through various touch points within the space and are eligible to win raffle items as well.

The Drive to Stop Diabetes campaign, through Ryan's Mission 501(c)3, donates a portion of all net proceeds to the ADA.