NHS IQ and the Wheelchair Leadership Alliance

Fighting for the right chair, at the right time, right now


The client

The Wheelchair Leadership Alliance (WLA) was formed in January 2015 under the leadership of one of the UK’s best known Paralympic athletes, Baroness Tanni Grey-Thompson.

The objective

Some wheelchair users face up to a year’s wait to get a wheelchair and others struggle to get one that meets their specific needs, which can cause serious harm to people’s physical and mental health and ability to participate in society.

We were tasked by NHS IQ and the WLA to help spread the message of ‘Right Chair, Right Time, Right Now’ in order to improve services across England.

What we did

Baroness Grey-Thompson and alliance members Fiona Carey and Dr Jean Waters were photographed sat in wheelbarrows outside the Houses of Parliament, to show that a ‘one-size-fits-all’ approach to wheelchairs doesn’t work.

This photo and personal case studies were used across a range of PR and social media activity, while an event at Speaker’s House brought the WLA face-to-face with high-profile decision-makers.

The results

  • 90+ pieces of coverage, including BBC News at Six
  • Over 50 million total opportunities to see
  • Featured on ten regional BBC radio stations
  • 100% increase in Twitter engagement rates since launch

This campaign was awarded Gold at the 2016 CIPR PRide Awards in Yorkshire and Lincolnshire for the best Integrated Campaign.

"The judges felt that this campaign stood out for its clear goals and its integrated use of a variety of innovative tactics - led by the media work, which showcased some very creative ideas. The campaign achieved excellent results in a cost effective manner. A much deserved winner in a competitive field."