Organisation: Motor Neurone Disease Association
Campaign: National Awareness Week/Walk to D'Feet MND
PR team: In-house
Date: 12-20 June
The Motor Neurone Disease Association is targeting the regional, charity and trade press as it bids to raise awareness of its work and the condition itself - a rapid and fatal disease of the nervous system - via a series of sponsored walks nationwide. The MNDA's first 'Walk to D'Feet MND' campaign, timed to coincide with the charity's national awareness week (12-20 June) and to commemorate the charity's Silver Jubilee, will see more than 400 people walking across the country.
Labour chairman Ian McCartney is taking part in a walk with Cabinet Office staff on 17 June, while staff at the charity's Northampton head office have organised a seven-mile walk on 20 June.
The MNDA's two-strong in-house team is targeting broadcast and print media in the regions to raise awareness. It hopes this will mushroom into national coverage for subsequent campaigns.
The inspiration for 'Walk to D'Feet MND' was an initiative in the US called 'Walk to D'Feet ALS' (across the Atlantic MND is known as Amyotrophic Lateral Sclerosis).
Around 5,000 people in the UK have MND, for which there is no known cause or cure. It destroys people's ability to walk, talk, dress and swallow, while their intellect and senses usually remain unaffected. Although the average age of onset is 55, it can affect any adult at any time. Half of those hit die within 14 months of diagnosis.
For details call Louise Carter on (01604) 611843.
Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk