Ataxia UK makes the case for fair access on national radio

The brief

Ataxia UK wanted more people to understand the condition. It also wanted to highlight how it funds research and supports the people affected.

The angle

This was a story about fairness across the four nations. Doctors in Scotland could apply for early use of Omaveloxolone, the first approved treatment for Friedreich's ataxia. Patients in England, Wales and Northern Ireland had no such route, and the condition affects about 1,000 people across the UK. A postcode gap in treatment is a clear news line for national speech stations.

On air

Ataxia UK's director of research gave the interviews.

The result

Coverage totalled 5 items and 27 minutes 58 seconds on air, reaching 7.0 million with a 29:1 return on investment. The two highlights were BBC Radio 5 Live and Times Radio.

Coverage highlights

• BBC Radio 5 LiveBBC radio
• Times RadioNational radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.