Walk Once More is a young charity with a noble cause. It raises money and awareness to help with the research, prevention, treatment, cure and rehabilitation of spinal cord injuries (SCI). Every eight hours someone is told they may never walk again due to spinal cord damage and it t is estimated that there are 40,000 people living with the life-long condition in the UK.
The Challenge
Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.
Walk Once More
Walk Once More is a young charity with a noble cause. It raises money and awareness to help with the research, prevention, treatment, cure and rehabilitation of spinal cord injuries (SCI). Every eight hours someone is told they may never walk again due to spinal cord damage and it t is estimated that there are 40,000 people living with the life-long condition in the UK.
The Challenge
Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.
The Solution
We started by interviewing several case studies to find out their motivations to run 156 miles through the Sahara desert for a lesser known charity. We came across South Londoner and former publican Julian Mellor. His colourful back story was incredibly captivating and we knew full well and that his story was the perfect vehicle to amplify Walk Once More.
We teamed a clever press release with a high quality photograph of Julian completing his run and successfully issued it to the media.
The Results
Ultimately, Seroto Communications delivered Walk Once More their most successful PR campaign ever. We achieved this by securing 40 pieces of print and online coverage in national and regional publications, as well as TV and radio interviews.
