Yasper takes on oarsome brief for £57m charity rowers

Leeds-based PR agency Yasper has signed up to support a charity rowing initiative, aimed at raising £57m over the next four years in the fight against Motor Neurone Disease (MND). 

 

The ROW4MND challenge brings together a crew of highly experienced rowers, who hold multiple ocean-rowing records, taking on some of the toughest endurance challenges around, starting with rowing the length of Britain from Land’s End to John O’Groats. 

 

The concept of ROW4MND was conceived by former covert operations leader and British Atlantic solo record holder Mike Bates and Businessman Matthew Parker. 

 

The name recognises two rugby legends who have died from the disease, 5 and 7 being the shirt numbers worn by Doddie Weir and Rob Burrow respectively.  

 

Yasper, which is working on a pro bono basis, will bring its media relations credentials to the fore, in securing highly impactful coverage across broadcast, digital and print. 

 

 

Matthew Parker, crew member and co-founder of ROW4MND said: “The Yasper team immediately impressed us with their knowledge of the media landscape and ideas for how we could best secure coverage for this vitally important cause. Not only did they understand what we were about, but they had a high level of knowledge as to the technical nature of the challenge, the risks, and the difficultly of what we’re up against.”

 

“ROW4MND is a show of strength and solidarity for the MND community and for everyone who refuses to give up hope.”

 

Julian Pearce, Director of Yasper said: “I’ve personally seen how important it is to raise awareness and funding for the MND cause, through my trustee work for the Leeds Rhinos Foundation and through the charity’s connections to Rob and his former team mates. After being introduced to Mike and Matt by Jamie Jones-Buchanan, I knew this was a project I wanted our business to be involved with.”

 

“If we can support in donating our time and expertise to this cause, we’ll do everything in our power to help the team raise awareness of this awful illness, and vital funds to combat it.”

 

The initial row sees the crew take on treacherous British waters, rowing between Land’s End and John O’Groats. This will be followed up in 2026 with a row in the opposite direction, and then international rows in the Pacific and Atlantic. 

 

Part of Yasper’s brief will be engaging with regional media as they progress through the journey, while also securing national and international media opportunities.  

 

Three charities will benefit from all funds raised by ROW4MND: The Motor Neurone Disease Association; the My Name’5 Doddie Foundation; and the Leeds Hospitals Charity.