Boehringer Ingelheim chose Biosector 2 to create a campaign that would raise awareness of chronic obstructive pulmonary disease (COPD) with people aged 35 years old and above – many of whom are Baby Boomers and current or former smokers. We created DRIVE4COPD-a race to find the missing millions-which coupled sports and entertainment with a preventative health message. The goal: one million screeners at DRIVE4COPD.com which was reached in March 2011
The truly integrated campaign was a huge hit from the very beginning. The beautiful PSA with NASCAR Nationwide Series™ and our favorite GoDaddy girl, Danica Patrick generated a lot of press and set the tone for the rest of the campaign, and it was not a surprise when it won Healthcare Campaign of the Year 2010.
My highlight of the DRIVE4COPD campaign was the sponsorship of the first NASCAR race of 2010. As the lead art director on the project, I created all the materials including an aerial banner, turf logo, crew shirts, celebrity race suits, and car and RV graphics. The DRIVE4COPD race team- Patty Loveless, Jim Belushi, Michael Strahan, and Bruce Jenner were wearing my race suits when they started the race, which totally makes up for the fact I watched it on TV and not in person at Daytona.
