Press Release
5th May 2004
Bath Firm First To Back New National Multiple Sclerosis Campaign, MyShoes
Bath shops Shoon and Silvershoon are amongst the first shops in the UK to back the new MyShoes Campaign To Fight Multiple Sclerosis. Along with the local branch of Hobbs, they have nominated a MyShoes style and will make a £5 contribution to the new campaign for each nominated style sold from May to the end of August this year. They will display a groovy show card in the window and shop and put special leaflets to publicise the campaign in the boxes of each pair of shoes sold.
As well as to raise money, the goal of the MyShoes Campaign To Fight MS is to raise awareness of the fact that because of new diagnostic techniques, such as Magnetic Resonance Imaging (MRI) scans, people are being diagnosed with MS at a younger age, most often between 20 and 35. Many of these are women, just at the age they are most interested in fashion and shoes. And some of the most common symptoms of MS are those affecting their walking.
Being younger brings a new set of challenges for those diagnosed. “Do they tell their boyfriend or girlfriend? Will they be able to sustain a career or have children?” says Marla Madison, the founder of the MyShoes Campaign. “The good thing about knowing what’s wrong with you earlier is that you do not spend time worrying about all the mysterious feelings and symptoms that often accompany MS. However, the earlier diagnosis does mean you have a longer period in which to worry about the possible implications.”
Marla Madison used to live in Bath and along with her husband Peter Purton owned Bath based publishing company Telecomeuropa. It was during that time she was diagnosed with MS and was one of the reasons that they decided to sell the company. It was also while in Bath that she met Michael Fiennes, the owner of Shoon and Silvershoon.
When she came up with the idea for the MyShoes Campaign she immediately contacted Michael. “I felt I had a good idea. I know how much women love their shoes and could see how they could illustrate so much about the MS experience, “ she notes. “An evening shoe, a hiking boot and a beach sandal are all shoes but they are so different – just as in MS where the symptoms vary greatly for each individual”
Michael gave Marla more than good advice, he committed to the campaign early. Michael says “I immediately thought it was a good idea – I could easily see the connection between shoe companies and the cause. I just wanted her to be successful so I gave her my opinion as a shoe company owner.”
That opinion helped Marla to get several other companies to commit, including national chains feet inc, Hobbs, Office and the fashionista’s shoe company Robert Clergerie, to nominate their styles this season. Although the campaign was only started in January this year, more than 100 shops are already supporting it. Clothing retailer Evans has already made a donation on all shoes sold throughout the company during MS Awareness Week earlier this year.
Money raised by the Campaign will go to the two leading UK MS charities, the MS Society and the MS Trust. The two Charities work together on the Specialist MS Nurse programme, which will be supported by the MyShoes Campaign.
“We need specialist MS nurses, especially if you are younger at diagnosis. MS has no cure and affects everything about you. It can come and go or get steadily worse,” says Marla. “It is often difficult to get to a neurologist immediately and frankly as they are scientists, they are often more interested in a cure rather than you as an individual. The MS nurse can support you through both the psychological and physical symptoms.” There are currently 150 MS Nurses in the UK, but many more are still needed.
The MyShoes Campaign plans to run for many years raising funds for MS. It is hoped these pioneer brands will be the first of many to support the cause. Marla also hopes to raise funds in other ways.
For more information about the MyShoes Campaign please go to:
For more information about Shoon and Silvershoon please go to:
For more information about the MS Society go to:
For more information about the MS Trust go to:
Bath retailers supporting the campaign:
Shoon
14 Old Bond Street
Silvershoon
11 Upper Borough Walk
Hobbs
32 Milsom Street
About MS
MS is the most common potentially disabling disease of the central nervous system affecting young adults in the UK. Each week around 50 are diagnosed with MS, most are between 20 and 40 and most are women. There are 85,000 people in all with MS.
Prognosis is uncertain - ranging from benign through ‘coming and going’ to severely disabling. Common symptoms include pain, deadening fatigue, problems with sight, mobility and co-ordination.
MS is not hereditary but there is a slightly higher chance of getting it if a relative has it. MS is not contagious.
There is no cure for MS but there are now drugs which can modify its course for some people and many symptoms can be successfully treated or managed.
Press contacts
Marla Madison
MyShoes Campaign To Fight MS
Mobile: 077 939 69 575
Telephone: 020 7359 4546
E-mail: marla@myshoes.org.uk
Michael Fiennes
Shoon
Telephone: 01749686868
Jennie Sullivan
MS Society
Telephone: 020 8438 0717
E-mail: jsullivan@mssociety.org.uk
