MHF makes key appointment with ADPR Ltd

ADPR has been charged with raising awareness of the charity and its activities including one of its more querky fundraisers taking place on Saturday 4th December called the GRIM Challenge, a gruelling yet hugely fun off-road eight mile run that takes place near Aldershot (where the legendary hovercraft scene was filmed in the James Bond movie Die Another Day).

Other initiatives that ADPR will focus on include - an invitation only Corporate Reception at the Royal Automobile Club in Pall Mall, London on Tuesday 16th November, a group of 11 Mountain Muscle Warriors™ aiming to fund 11 Muscle Dreams™ by climbing 1 Mountain (Mt Kilimanjaro) in September 2011 and participation by one of the charity’s Trustees in the 2011 Marathon des Sables (known worldwide as the toughest footrace on earth), involving a six day marathon across the Sahara desert in Morocco.

The Muscle Help Foundation raises money to provide amazing experiences, known as Muscle Dreams™, for children and young people in the UK withMuscular Dystrophy.

ADPR will also publicise Michael McGrath, co-founder and CEO of The Muscle Help Foundation. McGrath is an experienced and inspiring motivational speaker, who specialises particularly in the corporate, education and public sectors. He was diagnosed with the genetic muscle-wasting disease Muscular Dystrophy when he was 18. He is the only disabled person in the world to have successfully conquered both the North and South Poles.

McGrath is enthusiastic about the appointment and the prospects it brings for the charity. "As a dynamic growing charity in the muscular dystrophy space with ambitious plans, this is a key appointment. The Muscle Help Foundation was looking for a passionate PR partner that could grow with us, an organisation with a robust track record, solid experience and a personable approach.

"Key to our decision-making process was the need to identify a PR business with a genuine desire to understand our core requirements, our deliverables and our future aspirations. Moreover, we wanted to appoint a progressive partner that has the capability and depth of PR expertise to deliver results based on a highly focused PR strategy. I believe that we have found this in ADPR."

Based in Somerset, ADPR currently employs a team of ten with specialist consumer, B2B and marine divisions, working across a broad range of regional, national and international client accounts. The company is a strategic and innovative PR agency that connects brands and consumers through high-impact, engaging and targeted editorial campaigns.

EDITORS NOTES

For more information or high resolution images, please contact:

ADPR office tel: +44 (0) 1460 241641
Twitter: twitter.com/ADPR_Ltd

About ADPR - www.adpr.co.uk

ADPR brings a creative, dynamic and results-driven approach to public relations.  Founded in 1991 by former world champion sailor Alice Driscoll, the agency comprises specialist consumer, B2B and marine divisions, working across regional, national and international client accounts.

ADPR’s growing team of professional communicators includes marketing experts, award winning journalists and experts in digital and traditional media relations, providing clients with creative press campaigns, marketing and publishing expertise, crisis management, newsletters, events, media training and more.

About The Muscle Help Foundation, Muscle Dreams™ and Muscle Warriors™

The Muscle Help Foundation was co-founded by Michael McGrath (aka the DreamMaker™ and Chief Muscle Warrior™) and Miles Peckham (Chair of Trustees). Michael is CEO of the charity.

Muscle Dreams™ are amazing experiences designed to help children and young people in the UK whose lives are afflicted by the muscle-wasting disease, Muscular Dystrophy (MD) – the opportunity to live a dream, or perhaps fulfil a cherished ambition.

PLEASE NOTE – the charity works hard to avoid language such as ‘grant wishes’, which is very much in keeping with the approach of some other well-known charities. The Muscle Help Foundation delivers Muscle Dreams™ – we would be grateful if editors would ensure that this is communicated in this manner.

Muscular Dystrophy is the single biggest genetic killer of children in our world today. With some 75,000 UK sufferers being robbed of their mobility, independence and finally, for those with the most severe form known as Duchenne Muscular Dystrophy (DMD), their lives. The charity delivers experiences for people directly affected by this debilitating disease.

Muscle Warriors™ are those generous-hearted people who use for example the power of sport to engage, inspire and raise vital funds – Muscle Warriors™ run across deserts, do triathlons as well as events called GRIM, climb mountains and participate in all sorts of fun, querky, occasionally extreme activities to enable Muscle Dreams™ to happen.

Ref: ADPR/July 2010 (PR02)
From the press office of The Muscle Help Foundation
Registered Charity No. 1096716