This month, a friend of our agency - Ali Robertson - approached us about supporting him to raise profile of an epic cycle challenge from John O’Groats to Paris in just 9 days, fundraising for Duchenne Muscular Dystrophy (DMD) research. We were delighted to offer our support to a truly worthwhile cause.
The team of ten cyclists covered 1,018 miles and raised (to date) over £130,000 to fund research in to the development of treatments for Duchenne Muscular Dystrophy (DMD), a fatal genetic condition for which there’s no effective treatment or cure. The team was led by Ali, whose four-year-old son Felix was diagnosed with DMD in December 2014.
The core team were joined on various stages of ride by stars of international rugby, including Rob Wainwright, Roger Baird, Iwan Tukalo, Will Carling, Peter Winterbottom, Roger Uttley and John Hall, as well as Olympic medallists Greg Searle and Alain Baxter.
We didn’t know too much about DMD, but the effects of this cruel condition are truly heartbreaking. It is an incurable, muscle-wasting disease that kills more children than any other genetic condition.There is accelerating deterioration from birth, resulting in significant decrease in quality of life from age 7 to 8, wheelchair dependency by early teens, total dependency by late teens and death in mid-twenties from lung and heart failure.
Ali Robertson, Felix’s father, says; “Felix is only four but, like all boys with DMD, he is deteriorating very quickly. So, whilst progress is being made with the development of treatments, it really can't happen fast enough. We are grateful for and humbled by the incredible support we’ve received. We’re all itching to get started and to raising as much awareness and money as we can, so that we can really take the fight to this horrible and cruel disease.”
We were excited to use our skills to provide social media and regional PR support to help amplify this crucial message, and drive people to donate. Highlights included twitter and Facebook engagements with JK Rowling and the one and only Tim Peake! We also facilitated regional BBC radio interviews and press coverage as the team travelled the length of the UK.
You can still donate to this incredible cause online, and every penny goes to fund vital research that could one day save the lives of young boys like Felix.