Around 1,000 people in the UK live with Friedreich's ataxia, and its first approved treatment, Omaveloxolone, is open to early access applications in Scotland but not available in England, Wales or Northern Ireland. On International Ataxia Awareness Day, we built Ataxia UK's broadcast PR campaign around the charity's call for fair access, and around its work funding research and supporting people affected by ataxia. Ataxia UK's director of research went on air in a radio day of interviews to make the case. The campaign secured 5 items of radio coverage reaching 7.0 million, on Times Radio and BBC Radio 5 Live.
5Items of coverage
7.0 millionCombined reach
27m 58sTime on air
Coverage highlights
BBC Radio 5 LiveBBC radio
Times RadioNational radio
Listen
BBC Radio 5 Live · 4m 49s
0:00 / 4m 49s
Times Radio · 10m 04s
0:00 / 10m 04s
The story
Ataxia UK, Ataxia Awareness Day
The aim
Ataxia UK wanted to increase awareness of ataxia and of Ataxia UK's work funding research and supporting people affected.
The message
Ataxia UK funds research into treatments and cures for ataxia, while offering advice, information and support to people living with the condition.
The angle
On International Ataxia Awareness Day, Ataxia UK called for fair access to Omaveloxolone, the first approved treatment for Friedreich's ataxia, which affects around 1,000 people in the UK. Clinicians in Scotland can apply for early access, but it is not available in England, Wales or Northern Ireland.
On air
Ataxia UK's director of research; the approved copy also offered the charity's chief executive, a mother and her son living with Friedreich's ataxia, and a celebrity supporter
The result
5 items of coverage reaching 7.0 million, including BBC Radio 5 Live, Times Radio.
About Ataxia Awareness Day
International Ataxia Awareness Day falls on 25 September each year. It was set up by patient groups, including the US National Ataxia Foundation, and in the UK it is led by the charity Ataxia UK. It raises awareness of ataxia, a group of neurological conditions that affect balance and coordination. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Ataxia Awareness Day for 2027?
International Ataxia Awareness Day next falls on Saturday 25 September 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
