In 2009, Sebastian tried to sign up for a race. The organizers told him he was not allowed. But he didn't listen.
Philosophy
Ford wanted to use their sponsorship to take Sebastian’s race even further by making his video reach as many parts of the world as possible.
Problem
In 2009, Sebastian Rosado, an 18-year old young man who has cerebral palsy, tried to sign up for a popular 10K race. But the event organizers told him he was not allowed due to safety concerns. But Sebastian didn’t listen. Along 30 of his friends at María de los Ángeles Center, a non-profit organization that sponsors summer camps for children with disabilities, he founded a 5K race on his own, in which anyone, including disabled racers, was able to join. The race has grown over the last couple of years but it is still a relatively small event. But as it is has become the main source of fundraising for the Center, it was looking for ways to communicate its mission to even more people. Traditionally, Ford was one of the event’s sponsors. But this year, they saw an opportunity to transform their sponsorship into something much more meaningful.
Result
So far, what started as a 5K event has turned into a 25,636,810K race that has inspired people from 88 different countries.