Press Release
18th October 2003
Stars Support MS Shoe Auction
A feast of celebrities has lent its support to a new initiative to raise awareness and funds in the fight against MS. The latest star to back the MyShoes celebrity shoe auction is Bryan Adams, the rock musician.
Other backers of the MyShoes celebrity shoe auction include ER actress Alex Kingston, television presenter Davina McCall, Tamara Mellon, president of Jimmy Choos, supermodel Claudia Schiffer and Harry Potter and My Family actress Zoë Wanamaker. All have generously donated pairs of shoes which will be auctioned in what is hoped will be the biggest celebrity shoe auction ever.
Other celebrities and famous people are expected to add their names to the growing list as the MyShoes Campaign to Fight MS, organiser of the auction, continues to invite further support, in particular further shoe donations. The money raised by the MyShoes Campaign to Fight MS goes to the two major charities dedicated to helping those with MS in the United Kingdom, the MS Society and the MS Trust.
As well as raising funds, the MyShoes Campaign to Fight MS, launched in the Spring of 2004, aims 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 those diagnosed with MS 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. Hence the shoe connection.
“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.”
The auction should provide a high profile opportunity to highlight these and other MS issues. At the same time it should provide much-needed funds for programmes such as MS nurse training and deployment and the continued research on treatments and the elusive cure.
As well as the auction, the MyShoes Campaign to Fight MS is involved in a number of other awareness and fund raising activities including eliciting the backing of the shoe industry. Companies associated with the design, manufacture and sale of shoes can help in a number of ways. The principal way is to nominate a shoe design from their forthcoming season and contribute a set amount – such as £5 – per pair sold to the MyShoes Campaign to Fight MS. MyShoes provides donors with leaflets and point of sale material backing up the campaign.
To date over 200 retail outlets across the UK have lent their support including the shops of Evans, feet inc, Hobbs, Office, Robert Clergerie and Shoon.
If you feel you can do something to help with the MyShoes celebrity shoe auction or support from the shoe industry, you can contact Marla on 077 93 96 95 75 or by email at marla@myshoes.org.uk.
For more information about the MyShoes Campaign to Fight MS see www.myshoes.org.uk.
For more information about MS see www.mssociety.org.uk or www.mstrust.org.uk.
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: 077939 69 575
Telephone: 020 7359 4546
E-mail: marla@myshoes.org.uk
Jennie Sullivan
MS Society
Telephone: 020 8438 0717
E-mail: jsullivan@mssociety.org.uk
