Securing an Assisted Wheelchair space for Founder Alex Gibson, fulfilling a bucket list dream
The Challenge
In 2025, Challenging MND partnered with us as their retained agency in order to build a long-term communications strategy.
The key challenge was clear: We needed to cut through a crowded charity landscape to raise awareness of motor neurone disease (MND) whilst securing vital funds for the cause.
The Approach
At the heart of the campaign was Alex Gibson – Challenging MND’s founder – who was diagnosed with MND in 2018. Despite the progression of his condition, Alex continues to defy limits, taking on extraordinary challenges to raise money and awareness.
Over the Summer, we focused on securing Alex an assisted wheelchair space in the TCS London Marathon – using the event as a powerful fundraising and awareness platform.
Our strategy included a social-first push to mobilise the Challenging MND community, rally new supporters, and keep momentum with fresh weekly content, broadcast and press outreach across London, East Anglia and nationally, sharing Alex’s story and determination to cross the finish line, “giving two fingers up to the disease”.
The Outcome
We secured a host of coverage in support of Alex’s efforts, inspiring donations throughout the campaign – from training to the finish line – setting “challenges” to the Challenging MND team as each fundraising milestone was hit.
Key coverage included Good Morning Britain, 5-minute features on ITV London & ITV Anglia, The Independent, The London Standard, Mail Online, Daily Express and 7 regional BBC hits.
Not only did we smash our original £5,000 target by 300%, but Alex’s finish line moment was immortalised in the official London Marathon film.
Gibson shared: “Crossing that line was my way of showing that MND will never define me”.
