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In this episode, we invite you to “Keep Rolling” with DeAndre Wilson, a serial entrepreneur and activist from Southern Indiana who became notorious for rolling a 230-pound tractor tire around town to increase awareness around the struggles of those with cancer and to help raise funds to support them financially.
You’ll hear the story of how his father once rolled that very same tractor tire around town with the simple message “cancer sucks” before he passed. Now DeAndre has picked up that mantle to “Keep Rolling.” Together, we discuss the importance of Access with a capital A, to resources within communities so members of the community can truly thrive together.
DeAndre’s most recent endeavor and community collaboration is the Bedford Collab Project that gathers members of the community through culture, cuisine, and conversation. By the end of this episode, you’ll gain an understanding of why he has earned the title of “manifestation coach” as he has inspired so many others to see a new world of possibility, even in the face of immense challenges.
DeAndre invites you to connect with him and the Keep Rolling Campaign directly on social media (links provided below) — and you can even reach out via Instagram for a copy of the book he co-authored, Mindshift 2020.
About DeAndre Wilson:
DeAndre Wilson is a serial entrepreneur, culinary curator, small business owner, and brand builder. He strives to share new and exciting content from his brand and businesses that is relatable, engaging, and encouraging for young and future entrepreneurs. DeAndre created a fundraising platform, the Keep Rolling Campaign, to commemorate his father’s life and to help nonprofits and families battling cancer who are indeed of extra financial assistance. Currently, he is working on a documentary to tell his father’s story and the story of his own health transformation from rolling the 230-pound tracker tire around the City of Evansville. Since launching the Keep Rolling Campaign, DeAndre has transformed mentally and physically, losing over 50 pounds, setting an example as a pillar of health and as a personal fitness trainer at ChamFit.
2:32 – DeAndre’s activistic path and inspiration
8:26 – The Keep Rolling Campaign
10:03 – The Bedford Collab Project
17:43 – Handling things around the kitchen, especially with COVID restrictions
22:10 – Lessons learned through the years
28:25 – DeAndre’s book and how you can get it
32:53 – Advice from DeAndre
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Keep Rolling for Access With Deandre Wilson, Keep Rolling Campaign + the Bedford Collab
In our first few episodes, we took you on a journey to Greece and invited you to care more about refugees in need. We dug into how to navigate difficult conversations with people who have opposing views to our own. We introduced you to pay it a forward business that got started amid the COVID-19 pandemic.
Each week, we share stories of conscious companies and inspired individuals, just like the guest that you will meet. My hope by now is that you see a trend. That one person can be the change that you too can have an impact. Now, you will meet DeAndre Wilson. He is a self-described serial entrepreneur and activist. He lives by example, to be an agent of change by championing access for folks to get the resources, mentoring, and support they need to build a successful future.
In his spare time, DeAndre created a fundraising platform, the Keep Rolling Campaign in which he pushes a tractor tire around his town to commemorate his father’s life, bring attention to the struggles of people with cancer, and help them with financial support. Since launching the Keep Rolling campaign, DeAndre has transformed himself mentally and physically, losing over 50 pounds.
DeAndre his most recent endeavor and community collaboration are the Bedford Collab Project. That gathers members of the community through culture, cuisine and conversation. I’ve got introduced to DeAndre through another podcast, Beyond Six Seconds, where you get a deeper dive into individuals and learn a little bit more about them, beyond that first impression. DeAndre, as we get started, I would like to better understand your activistic path. What inspired you to head forward with this type of change?
The type of change that’s inspired me was to take ownership of my life. I strive to do that every single day. No excuses, live very structured, achieve the goals that I have set out for myself. I do that through taking ownership of my life and just being an example of, “This is what you can do when you are committed and focused.” Ever since I started rolling the huge tractor tire on Evansville, I feel like there’s nothing I can’t do now. To just wheel this thing all over the place, back into there and from, I feel like there’s nothing I can’t do anymore.
Let’s talk about this big tractor tire that you roll around Evansville. What inspired you to take this obviously disruptive conversation starter that would get people to just stop you in your tracks? What led there?
At this point in my professional career, Turn Table Catering, my brother and I have these weddings and we have functions. We are really getting after it. We set out to go to college to better ourselves within the hospitality and culinary industry. We are doing just that. We lost Turn Table. With a kitchen we are releasing from, it went away. There were some bad business practices and we lost that space.
I have all this free time. I’m an entrepreneur. What am I supposed to do with myself? I was in my backyard, relaxing on the back porch, just thinking through where I’m going to find a kitchen. In the meantime, I can start working out. At this time, I’m weighing 240 pounds. I’m like, “I’m going to do something.” I was at a gym membership at that time but I remember my dad saying that rolling the tire is a full-body workout.
At this point, my dad had passed away for four years up until this point of the story. I had all of his belongings. I had the tire in our garage. I remember him saying it over and over again. “It’s a full-body workout.” I get the tire out and I started working out with it. Hitting with the sledgehammer, working out. I decided to just roll it down the street.
Make sure you eat when your body is actually hungry.
It was so frustrating that I couldn’t do it but my dad battling stage IV liver cancer and colon cancer took this tire wherever he chose to after chemo. He would come home, eat whatever he wanted, and then he was off for the day with his tire. I’m like, “What excuses do I have to at least walk around my neighborhood every single day for at least an hour? There’s something I could be doing to take ownership of my health and my life. The tire grew on me. I started taking it everywhere.
The next thing you know, the media, as you said, disrupt a lot here in Evansville, where I live is very conservative. To see a tire like that, especially a man of color doing it, was very disruptive. I took the tire everywhere. I went absolutely everywhere you could possibly think of within the town, you name it. I went there. I disrupted a lot.
Your father used the tractor tire as a way to stay fit when he was alive?
Correct. My father wanted to get into bodybuilding. I was very blessed to always grow up with a gym in the house or nearby the house, something to that effect. I came into the world and a child slows down your plans or plans have to shift but my father still stayed in shape, regardless. He still worked out. He couldn’t be on that extreme of a bodybuilder but he was always fit and this buff guy. There are pictures on my social media of him. He was always fit no matter what.
When you are battling two forms of cancer, you lose a lot of weight. It takes a toll on the body. He wanted to make something out of the rest of his life. He didn’t want to go without a fight. He would get that tire. He used it for him, a way to just stay in shape but also a way to talk to people he never would have talked to before. To share his story with people within the neighborhood and the surrounding areas. He had a lot of support from a lot of people. Interestingly, a tractor tire can do that, can bring in conversations and navigate conversations. It’s amazing what it’s done. It’s a surprise that it took a tire to do that.
I have perused your social spaces. I have seen on your Instagram page, this giant tire. You are pushing it around in workout gear or sometimes street clothes, it seems. It has stenciled on the side, “Cancer sucks.” Was that something that your father had put there or was that your creation?
On one side, my father had cancer sucks. On the other side, he had some graffiti words. I have one picture that displays what he had on the other side but me being careless, I left the tire in the rain over four years. The rain was washed away on one side but protected the other side. Some videos on my social media were on the other side of that was blank, I put cancer sucks on that side. It’s on both sides.
It is beautiful. Isn’t that cathartic too? There was this working art on one side and this message on the other. You finally after four years discovered it anew and said, “I want to be able to pay forward my father’s legacy in some way.” You started rolling. Tell people about the Instagram page. It’s called Keep Rolling, right?
Yes, it’s @KeepRollingCampaign on Instagram. The goals and objectives are to simply raise money for nonprofits and families who are experiencing cancer that needed extra financial assistance. At first, I was rolling for just cancer-oriented nonprofits and foundations. Due to my community work, I decided to open it up to as many nonprofits that I can help. I picked four nonprofits a year. I raised them money each month. My campaign will start in March 2021. That would be the first one. We will go all the way until October. November is on the table if a non-profit wants to reach out.
Those four charities that you will be supporting, how did you select them?
Basically, I do my research either on social media or hanging out in a coffee shop. The word is getting around that the Keep Rolling Campaign supports nonprofits financially. Now, more and more board presidents or executive directors are reaching out to me saying, “We need some help.” Especially, in this pandemic where everyone is in the sustainability and recovery phase. Any at all helps, $1,000 helps, $500 helps or whatever I can help raise.
I would like to learn just a little bit more about these other things that you are doing in your community to help people gain access. There’s this other not-for-profit that you are involved with called the Bedford Collab Project. Can you talk about that?
The Bedford Collab Project was something that was in the making for many years. As I mentioned before, my catering business lost its shared kitchen space that housed other foodpreneurs. We are all out of business because we lost that kitchen space. I was doing some research for years and years that there are shared commercial kitchen spaces all over upstate Indiana, Houston, Atlanta, you name it. They are all over the place but they are not here in Southern Indiana.
I kept the good fight. I stayed to it. I told people, “This is what we need to have if we want to sustain small businesses,” especially in the restaurant industry who are not ready to take that huge leap and have a full-time restaurant. That’s what I advocated for a very long time. Here we are now, my business partner and I for that project received $161,000 in grant funding to see this project through.
At this point, we are generating more grants, finding more funding, and finding more people who want to donate and contribute in their own way. The purpose of Bedford Collab is to sustain small businesses in the restaurant industry. It is hard to go from a business plan to get a loan, to open up a brick-and-mortar. There was never that entry point.
With this type of space, where you can lease out kitchen space to foodpreneurs, bakers, caterers, and food truck owners, it puts us in a space where we can collaborate. We can share business, ideas, network amongst ourselves, go tackle huge catering jobs together. The Bedford Collab is all about we are aiming to create that culture that’s lacking here in Southern Indiana.
We have our work cut out for us. As I mentioned, where I live is very conservative. That project is simply what it’s called, Bedford Collab. We want to collaborate. Even with entrepreneurs who are within the food industry. We want to be an access point for entrepreneurs who want to start a lawn care business, who want to start a daycare, a barbershop or whatever they want to start. We want them to come to us.
I say that because in my entrepreneurial journey when I’ve first got started, I encountered so much red tape, many notes, and hurdles that I want to give back to the next generation by saying, “Just come to me and I will point you in a direction where you need to go to reduce all the time that you are going to spend hearing no, being marginalized and all these pointless hurdles.” It gets tiring but I kept up the good fight.
I have to say that tends to be one of the things that stand in the way of people taking this step from being, let’s say an employee contributor, to put their own idea or own passion out there. It’s complicated to even discover, “Will I need to form an LLC or is it a corporation? What’s my liability? How am I going to manage that? What about my food serving license or whatever?” It seems like what you are trying to do is cut through the red tape, so people can take their livelihood into their own hands.
There are various places I went to from banks, you name it, wherever and it was pointless red tape. Just simply tell me what I need to do instead of saying, “Do this one thing and then come back.” When I come back and I have another hurdle. “I go over that hurdle and I have to come back, and I have something else to do. Tell me what I need to do so I can take out my small business loans. I want entrepreneurs to come to me. I can say right off the bat, that’s an LLC or that’s an S corp or that’s a C corp or that’s a sole proprietor. I can cut all that down based on my level of experience.
With your experience specifically in kitchen work and food-related prep, you are drilling down on that, too. I heard the statistics that 9 out of 10 restaurants fail in their first year, is that consistent in your neck of the woods?
That’s an accurate statistic. You are very spot on with that. Part of it has to do with potential investors, whatever that looks like. It is a risk. I completely understand that it’s very expensive. Due to thinking innovatively and creatively, you can get away from the conservative business model of a restaurant. You can rethink restaurant innovation.
Take ownership of your life and accomplish what you truly want.
For example, someone wants a storefront and they have a dining area. In your off-hours, why don’t you have event space that you offer? Two, I know the restaurant owner is busy but you can throw your own events and have your own parties. I know with the pandemic we have percentages we have to work with and I respect that.
However, if where you are located, if you can have 50 people or less, look at having some type of gathering space. Definitely, rethink restaurant innovation. It is expensive. We are going to have to get to a place where we think outside the box. That’s where we start to see creativity blossom and sustainability. Other than that, restaurants, 9 out of 10.
Food trucks are an interesting segment within that population of restaurants. I have seen a bit of an explosion there because the overhead costs are so much lower. A lot of the food prep that has to go before you bring the food into the food truck, that’s something you need the commercial space for. That’s something I imagine you are helping with through this Bedford Collab, too.
That’s what Bedford Collab is supposed to be. We need that launchpad, whether you want a restaurant brick-and-mortar or you want a food truck, you need that kitchen space to get started, whichever avenue you take. By going into business and you are on that launchpad, you can figure out ways to make money early. That way, starting a restaurant, which could be your dream for later in the future may not be as expensive because you saved for it. The food truck was so profitable. You ended up getting three. You can just fund the restaurant. It all started with someone saying, “Let’s get started this way first.”
I don’t want to call it baby steps because this is not baby-related at all.
In a way, it is baby steps. We are talking about let’s crawl, walk and stumble. Let’s crawl again and figured it out versus take off running. It is baby steps.
How many people do you have involved presently in the project? Are there say, five businesses involved with a Bedford Collab? I’m just throwing a number out there.
You are really good because we do have five businesses. Three have given us a written commitment. That’s good. I’m talking to two more about coming into this space officially.
How are you handling things like the COVID restrictions around the kitchen space? I’m just wondering. In this case, are there limitations on hours that one project can be in the building versus another? Is this something where the space is big enough to accommodate for all of that even given COVID restrictions?
The space is big enough to accommodate five businesses at one time. We want five businesses with the morning shift and then five businesses in the night shift. Of course, everyone must wear their mask.
It’s interesting too because people are preparing food and that may have been the safest way to do it all along. We wear little plastic gloves and hairnets. This feels like a natural extension, even if it is less comfortable, particularly when it’s hot. I understand you are also involved in co-authoring a leadership book. I would love to hear you talk about that experience, and how that happened and what got out of it.
It all started when I created my podcast tour. I simply put together a PDF file of my press kit. I sent my press kit out to any and all podcast owners and hosts, be it Twitter, LinkedIn, Facebook, YouTube, you name it. I searched them, found them. I found their emails and sent them to them. I heard back from a particular podcast called Mind Shift 2020.
The gentleman’s name is Josh and we connected via LinkedIn. We had a great conversation back and forth. I said, “This is who I am. This is what I do. I would love to be on your podcast.” He said, “No question about it. Come onto the show.” I shared the story of the Keep Rolling Campaign and he loved it. He then reached out a few months later and said, “I’m writing my next book. Would you like to write a chapter on it? I’m gathering entrepreneurs to write other chapters.”
I said, “Absolutely. I have never even thought about publishing a book or being a part of a book. Let alone write a chapter in a book. I will definitely take this opportunity and I’ll deliver. I promise I won’t let you down.” I wrote maybe three different chapters to see which one I liked, which one I could express myself, get it out. There is a little bit of legal work that we had to do together but that was fine.
Once I was content on the write-ups that I did, I submitted them. It was the third one I wrote that I loved. I poured my heart out. I’ve got everything out, well-detailed, well-described. I even had my godparents look it over, had them check it. They even helped go back and forth. It took a while. A lot of red marks on my rough drafts but it’s okay. It builds character.
Writing is a process.
I submitted that form to Josh. We created this book. I love it. It’s opened up some opportunities here in Southern Indiana for me. A local bookstore is hosting a couple of copies as well. I have been able to sell some copies, get them out. Our capital, Indianapolis, wants me to come up and talk about the book and do a book signing.
I have never thought that the Keep Rolling Campaign, rolling a tire would roll me into all these opportunities. It’s this tire being disruptive that’s causing it. The overall experience, I’m proud of myself for doing something I never thought that I would do. I’m not a real big fan of reading. I’ve just got into reading this year officially. I have been purchasing a lot of books. I’m like, “I have been missing out.” I read, so don’t get me wrong but to sit down to read a book in a silent room, to be in the moment, I’ve just got into that.
As you are rolling this wheel around, dropping 50 pounds and I imagine quite a bit off your waistline. It’s like you lost half of a person, basically. How do you feel your life has changed from that point a few years back to now? What are the things that you could say you have learned most from it?
I would say I have learned most of it from nutrition. No matter how hard you work out. Personal trainers and coaches say that it’s either 70%, 30% or 80%, 20%. 80% of what you consume then 20% of your workout or 70% of what you consume in 30% is your workout. It’s all about dieting, nutrition, and then how you eat and what you put into your temple. Whatever you put into it is how you treat it. It’s going to give it right back to you.
You could refer to your brain the same way, too.
I learned the importance of nutrition, eating, my portion size. What they say, pile the plate all the way up to where it’s a few pounds and you eat so much, you have to go to sleep. I don’t do that. I eat just what my body needs to keep me going. I also do intermittent fasting. I wake up at 4:00 AM, so I can start coaching my fitness classes at 5:00 AM. I don’t eat until noon.
Letting my body break down, repair itself, create new cells and become more focused throughout the day. I feel like in my opinion, making sure my body is actually hungry. I weigh 240, I was guilty of it. I felt like when your stomach growls, people just eat because it’s growling. When in actuality it doesn’t know what it needs. It’s just learning that it needs some things. That’s why I have been drinking almost 2 gallons of water each day. When my stomach is growling, I’m like, “Let me just drink some water and I’m fine.” Let’s just do that. It just doesn’t know. There’s a point where it’s like, “You need to eat something. That’s where it comes into my portion size.
What’s interesting about your journey about nutrition, I have a background in nutrition myself. I have worked for several years in the natural products industry, selling supplements and things like that. I know a bit, especially, the supplement side of things. What you are describing with this essentially fasting period sounds like about sixteen hours or something like that. That’s also something that can help people if they have underlying sicknesses. People who are diabetic can’t do something like that.
People need to be working with their health professionals on particular health concerns. This process following a path like this can help you to create healthier cells, break down old ones that might be problematic. Essentially, it could potentially lead to cancer if you weren’t leading your health the way you needed to. It’s a healthier way to live but also feels pretty extreme to most Americans.
We are all told, “Breakfast is the most important meal of the day. You should eat something within half an hour of waking up in order to jumpstart your metabolism.” The research is showing that’s simply not true. Breaking fast is that, you are simply breaking your fast. That’s what the word breakfast comes from. You have discovered that.
It was a journey. I loved the journey. I loved the process. It took a while to get here.
You seem very healthy. You are loving what you are doing. I wonder as you are looking at the whole of what you contribute to the world. You’ve got this part that’s business. You’ve got that part that is involved with the Bedford Collab, where you are helping others to succeed and thrive. You’ve got this piece involved with the tractor tire, pushing it down the road and going ahead. Bringing awareness to these not-for-profits that need support. In the face of everything, how are you measuring success in your day-to-day? What particular things stand out to you as, “I know I have succeeded because?”
I know I have succeeded because everyone that’s around me is happy. Everyone around me is just as successful in their own way. I have two friends who call me their manifestation coach. I don’t know why they started this but they did. Whenever I reached out to them, they are having a good day and they have said all these things that they have. My brothers, my family, they were like, “We are doing all these good things.” They were accomplishing their goals for the day. When I’m at work, I’m teaching my fitness classes and I’m seeing individuals who couldn’t do one pushup, now we are doing 50 pushups. That is how I rate success.
Take care of your body because it is your temple.
Measuring success through happiness is something that we all need to get a little bit better at. Rather than just comparing yourself to your neighbor or somebody who drives a better car than you.
That is so stressful and problematic too. I have heard people talk about that and say those types of things. I’m like, “I could never do that to myself.” You are creating so much bad energy and the pressure on yourself to try to strive to get that good car that’s going to break down in ten years. It’s not worth it.
Does it bring you joy, the same way that putting a smile on somebody else’s face might? Are you happier once you have the car in your garage or parked in front of your street? I love that sentiment. I would love for you to just go ahead and breakdown for me once more, this book that you co-authored. I don’t think we even shared the name of it. What is the name of this book? How do people get it?
Mind Shift 2020. You can reach out to me personally on my social media and I will send it to you. I don’t want to go through the whole Amazon thing. Just contact me directly. I will package it and get it right to you.
Are there other charities or conscious companies that you would like to highlight a little bit, perhaps even we could bring them on a future show?
There’s one that stands out. Young & Established is a nonprofit here in Evansville that I plan on helping by raising funds at some point. The Founder, Mr. Courtney Johnson, just opened up his first Community Center. Neighborhoods must have Community Centers for families and children.
We understand that if a Community Center moves out, then that does hurt the neighborhood. Especially, from the kids’ perspective, no place to go, nothing to do. They are at home all day to probably find themselves in the trouble. We must do our best, whatever that means to you to support your local community centers.
Here, and this is pretty much everywhere, a lot of the Community Centers have just had to cease most of their operations because they can’t run the programs that they ran before. For instance, in my case, my son is in kindergarten for the first time and the local Community Center runs an afterschool kid care program that’s actually on the elementary school grounds.
Parents wouldn’t have to stop work in the middle of the day, go get their kindergartener, take them to whatever care situation that they have for the rest of the day, then go back to work, which is impractical. They had this great service. It shuttered because of COVID as many things are. On the heels of this, as we start to emerge, we need to think about how we are connecting with our Community Centers.
The types of services we are ensuring are provided seamlessly. If something like this happens so that people that need support are getting the support they need. There’s something else that has been happening locally, which I imagine is going on in another next to the woods and probably in Indiana too, where a lot of the kids had been relying on their school lunches for a healthy meal each day.
Suddenly, they aren’t going to school, they weren’t getting those lunches anymore. Community Centers, churches, and schools came together to pack lunches together that parents could then come and pick up so that their child could have a healthy meal that day. It’s sad that we even have to be there that economically, there are so many people that are living in that level of poverty. It’s also the reality more than any time in my life’s history.
You are right. It is happening here in Indiana. The school corporation, there’s a nonprofit called Feed Evansville that come together. Churches have come together to other organizations have donated and volunteered. Everyone is packing lunches for children. It’s interesting to see. We are doing this. We have accomplished it. I truly believe that we could end local food hunger may be on a world scale. I don’t know but definitely, in our communities, we can slow it down. Especially, coordinated amongst ourselves about how to really streamline this process. We could, in my opinion anyway.
You may be already working to create that with this Bedford Collab.
I’m working towards it.
Before we transitioned to the end of the show, I would love to hear from you, what do you want our audience to remember? The soundbite, the piece that they should take away as they go on with the rest of their days.
I would have to say taking ownership of your life and accomplishing what you truly want. Don’t listen to the negative comments. Things that people are going to say. Remember when you accomplish your goals, unfortunately, you are reminding people that they couldn’t accomplish theirs. I know that is a negative thing to say.
I wish people wouldn’t hate each other when you see someone else accomplishing their goals and striving to get to the next level of their life. Unfortunately, we do have individuals like that. I would say, take ownership of your life. That’s so important to me. Lastly, I would love to add, take care of your body. Take care of your temple.
If this show will air on your birthday. If I were to give you a birthday present, what would you want for your birthday?
This is great. A podcast on my birthday. I don’t have to worry about posting like happy birthday. I can just post this. This is perfect. It’s a great birthday gift.
As you go one year forward, it’s kind of a new year for you. Is there something you want to do next year that you haven’t done yet?
I want to go sky diving.
That is fun.
I need to do.
I have done it personally once. I jumped out of an airplane over Hollister. It was one of the most exhilarating moments of my life. I have zero fear of heights. I just got my 23andMe back, which is a genetic test. One of the things I found really interesting in it says, “It has the gene associated with people having zero fear of heights.” I’m just like, “Could that be genetic?” I never thought of genetic. I’m also about 2% Neanderthal, which I had already suspected.
It’s interesting to look into where genetics is actually taking us. They’re even looking at behavioral patterns or psychological patterns in people. That was one of them that was a surprise. It’s a lot of fun. If you are fearful, you are going to find out you enjoy one part of it more than the other. Some people love the freefall.
Some people love being under the canopy. I was 100% in love with both things. The reason I don’t have this as an everyday hobby is pure because my husband is terrified of skydiving. I couldn’t add just another hobby that he wasn’t involved in. As I get ready to wrap up, I have a few words. I realize not everyone can be DeAndre. DeAndre, I love what you are doing. Thank you.
We can reach out and support his cause, so he can keep rolling with the Keep Rolling Campaign in Indiana and beyond. I invite you to take action. It doesn’t have to be huge. It could be as simple as sharing this show with people in your community or reaching out and saying Happy Birthday to DeAndre on social platforms, perhaps as a kind of birthday gift to him so he can reach more people with his story. Inspire them to step out into the world and be a part of the solution in the world nowadays that we all need.
To find suggestions like this and others, you can always visit our website, CareMoreBeBetter.com. There you will find an Action Page. You can look at other projects there as well. I invite you to join the conversation and be a part of the community we are building. You can follow us on social spaces at @CareMoreBeBetter. You can even connect with us directly by sending an email to Hello@caremorebebetter.com.
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- Keep Rolling Campaign
- Bedford Collab Project – Facebook
- Mind Shift 2020
- Mind Shift 2020
- Feed Evansville
- @CareMoreBeBetter – Instagram
- Young & Established
- Patreon – Care More Be Better