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The Macular Disease Society – patient group for people with macular degeneration and loss of central visionFull service PR since July 2007 The client brief: Macular degeneration (MD) is the collective term for over 1,500 conditions which affect central vision by damage to the macula, a small area of the retina at the back of the eye. It is estimated that there are over 500,000 people with macular conditions in the UK. Macular degeneration is the most common form of visual impairment in the UK but few of us have heard of it. Hayhurst has been asked to raise the profile of this distressing condition in a similar way that Alzheimer's groups have achieved in the past few years. What we do: We are working on an awareness-raising campaign with our client, including new logos and campaign visuals. In September 2007, we worked on a national story about the first UK courses run by the MDS, to re-train people with very little vision to read and see again using the undamaged parts of their eyes.
Our successful November 2008 event on Charles Bonnet Syndrome resulted in TV and radio coverage across 21 regions of the BBC plus cuttings in Good Housekeeping, Metro, Yours, The Daily Express, The Daily Mail and 26 key regionals including The Yorkshire Post. We will continue to raise awareness of this little known, and distressing, side effect of sight loss.
- Download Radio Four's podcast on our client's national reading programme for people with macular disease - View Sky News programme on reading for the blind
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