Driven2SaveLives campaign
FEATURING NASCAR DRIVER RYAN NEWMAN
Nascar driver Ryan Newman joins the Indiana Donor Network to educate and inform Hoosiers about the importance of organ and tissue donation.
The campaign includes two phases. Phase 1 featured the “Real Hero” 30-second radio commercial in NASCAR Cup Series radio broadcasts and on radio stations across Indiana.
Phase 2 adds radio, television, digital and social ads. Radio expands to include two 60-second radio commercials: “Legendary” and “Powerful.” Television features four 30-second commercials scheduled to air in NASCAR Cup Series television broadcasts, and on news, sports and entertainment programming across Indiana. Phase 2 also includes statewide digital and social advertising.
Television
FOUR 30-second commercials
“Counting on You” is a series of three commercials featuring Newman educating Hoosiers that anyone can sign up to be an organ and tissue donor. “Driven” features donor hero stories and the more than four million Hoosiers who have signed up to be organ and tissue donors.
Driven2SaveLives
”Counting on You A” :30 TV
Driven2SaveLives
”Counting on You B” :30 TV
Driven2SaveLives
”Counting on You C” :30 TV
Driven2SaveLives
”Driven” :30 TV
Radio
2 60-second commercials and 1 30-second commercial
“Legendary” and “Powerful” commercials feature Taylor McLean narrating how and why Newman joined Indiana Donor Network and the Driven2SaveLives movement. “Real Hero” features Newman educating Hoosiers about organ and tissue donation.
Digital + social media
Animated ads
“Ryan Newman is driven to save lives” digital and social ads feature the NASCAR driver holding the D2SL heart. The heart animates to beat on Newman’s license, reminding and encouraging Hoosiers to sign up to be an organ and tissue donor.
SELFIE ADS
In his own authentic, unscripted way, Ryan Newman asks race fans to do him a favor and take a moment to sign up to be an organ donor. In the second video with his daughter, he asks fans to talk to their family about their decision to be an organ donor.
full page PRINT AD
The print ad appeared on the back cover of NASCAR Pole Position magazine in Indianapolis in August 2020, the same month as Ryan Newman raced in the Brickyard 400 at the Indianapolis Motor Speedway.
