Cauda Equina Champions Charity

The Challenge

The challenge was to support the Cauda Equina Champions Charity in building sustained national awareness around Cauda Equina Syndrome, a complex and often misunderstood medical condition. The charity needed consistent public engagement and credible media visibility but faced difficulties translating technical medical information into compelling, accessible stories that would resonate with both the public and the press.

Additionally, there was a need to strengthen the charity’s authority as the founder of Cauda Equina Syndrome Awareness Day, while increasing recognition and trust among stakeholders, supporters, and the wider medical community.

The Approach

A strategic PR programme was developed to simplify and humanise complex medical messaging, making it more accessible and impactful for mainstream audiences. Campaigns were built around clear, relatable storytelling, ensuring the condition, and its serious implications, could be understood by a wider audience.

Proactive media relations played a key role, with consistent outreach securing coverage across regional and national outlets to maintain visibility over time. Alongside this, the campaign reinforced the charity’s position as a leading voice in the space, particularly through promoting and building recognition of Cauda Equina Syndrome Awareness Day.

The approach was flexible and long-term, providing ongoing consultancy and support to ensure messaging remained relevant, accurate, and impactful as awareness efforts evolved.

The Outcome

The campaign successfully increased national awareness of both Cauda Equina Syndrome and the charity’s work, resulting in stronger media presence and more frequent references to its awareness initiatives.

The charity’s credibility and authority were significantly enhanced, strengthening trust among key audiences, including the medical community, supporters, and the public.

Through consistent PR support, the organisation established a more recognisable and respected voice within the health sector, supported by a long-term partnership that continues to drive awareness and engagement. The campaign also helped them to gain their first ever celebrity ambassadors for the charity – Duncan James and Storm Keating, two public faces who discuss their dealings with Cauda Equina Syndrome.