Results PR represents cancer treatment client involved in Ashya King story

A company offering the cancer treatment allegedly denied to Ashya King, the boy with a brain tumour taken from hospital without doctors' consent by his parents, is working with Results PR.

Ashya King: with his father Brett in a YouTube video made by the family
Ashya King: with his father Brett in a YouTube video made by the family

Proton Therapy UK appointed the agency in recent weeks, before Ashya's story hit the headlines when he disappeared from Southampton General Hospital at the weekend.

His parents Brett and Naghemeh King, who were arrested after they were found with him in Spain, have claimed in a YouTube video that they took him to the continent in an effort to get more effective treatment, which was denied to them in the UK.

Before they took Ashya from the hospital they approached the Prague-based Proton Therapy Center, which is the parent company of Proton Therapy UK, about arranging treatment.

The treatment, a form of radiation therapy that uses beams of protons rather than X-rays as in more traditional radiotherapy, is currently only offered in one facility in the UK for cancers of the eye. The Department of Health has stated that it expects to see the treatment rolled out to hospitals in London and Manchester by 2018.

While Results PR was hired before the media coverage around Ashya, it is nonetheless understood to be highly involved in comms around it.

James Brooke is MD of Results PR, which is the payment by results-based sister agency to Rooster PR.

He said: "Proton Therapy UK benefits from the newest, most cutting-edge equipment in Europe, but many UK cancer patients are unaware they could be a suitable candidate for proton therapy treatment. Now is a key time for Results PR to help raise the profile of Proton Therapy UK so that cancer patients across the UK know there are other treatment options they can consider."

Asked about the current situation, Brooke referred to a statement released this week by the Proton Therapy Center stating: "The centre is ready to accept Ashya King immediately if the specialists receive proper medical documentation from the UK doctors."

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