Can YOU HELP US
KEEP OUR FOUNDATION
IN THE SPOTLIGHT after
Doddie’s passing?
Established by Scottish Rugby great Doddie Weir in 2017 after his Motor Neurone Disease diagnosis, the My Name’5 Doddie Foundation funds research to end MND, boosted by Doddie’s charismatic presence. Following Doddie’s passing in late 2022, the foundation sought our help to continue his legacy and maintain media focus on the search for a cure.
400+ PIECES OF COVERAGE
OUR
CREATIVE
PROCESS
After managing the 100+ media attendees at Doddie’s funeral, we began delivering on our strategy to help the charity thrive after his death, just as he wanted, by building the profile of the many amazing people who were ready to pick up the baton.
Our case study-led campaign highlighted voices within the vibrant MND community. We identified passionate advocates and individuals living with MND who could share their stories and experiences, generating impactful press coverage and growing the social media audience.
These powerful narratives resonated with audiences and media outlets alike, keeping MND research front-of-mind and inspiring a wave of public support for the foundation's mission.
Memorable moments
Our case study driven campaign generated more than 400+ pieces of media coverage, raised millions of pounds for charity and was recognised as best charity/not-for-profit campaign at the PRCA Dare Awards 2024.
Created a video-led media package about Nicola McFarlane, a woman diagnosed with motor neurone disease, to launch Doddie Aid. This generated blanket UK coverage, including an appearance on BBC Breakfast.
Our story about David Dooher, a man who chose to climb Ben Nevis with 100kg on his back for Doddie, was featured on BBC, Channel 5 and Sky News.
We managed media for Kenny Logan’s Rugby World Cup Challenge – a seven-day, 700-mile, cycling and walking endurance event from Murrayfield, Edinburgh to the Stade De France, Paris, helping to to raise more than £700,000 for the charity.
We’ve loved heroing the amazing people up and down the country who are working alongside us to end MND. Like Caroline Quibell, from Tunbridge Wells, Kent, who took on the half marathon with a new hip in honour of her husband, who died after having motor neurone disease for seven years.
A major part of our strategy for the charity after Doddie’s death has been creating media moments during Doddie Aid, the charity’s main fundraising month of the year. We arranged a photocall to meet these Doddie Dookers after their icy plunge.
Leveraging the foundation’s range of ambassadors has been key to our success in keeping the charity in the media.
Coverage
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I thought I had coffee jitters, but I was diagnosed with a rare disease
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Doddie Weir’s ‘incredible strength’ inspires woman with MND
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Great North Run: Grandmother, 83, with new hip to run half marathon in memory of late husband
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MND patient completes Hadrian's Wall challenge despite falls
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Doddie Weir charity invests £500,000 in MND clinical trials
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Chris Hoy to lead cyclists in virtual Doddie Weir fundraiser
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Doddie Weir gave MND sufferers a voice, I play his role now
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Rugby star Kenny Logan sets off on 700-mile charity challenge to deliver match ball to Paris in memory of late pal Doddie Weir
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David Dooher climbs Ben Nevis with 100kg barbell to raise money for Doddie Weir's MND charity
“Story Shop has felt part of our team. They have taken the time to understand our organisation and brand and have significantly improved our coverage. The ideas they come up with have been strong, as has the delivery. They are a pleasure to deal with and I'm always confident they will give us the right blend of listening and challenge. As well as being reliable and extremely creative, it feels as if the whole agency has bought into working with us, which makes the relationship easy and enjoyable.”
Paul Thompson
Director of Income Generation
97% increase in donations
12.5M COVERAGE VIEWS
