Prescribe Life

The Prescribe Life campaign, led by the MND Association and worked on in collaboration with agency partners Texture and Torchbox, aimed to influence the National Institute for Health and Care Excellence (NICE) to reconsider its decision on the appraisal of Tofersen, a life-changing drug for those with SOD1 MND.

The strategy combined a nationwide digital campaign targeting MND supporters with a petition and an open letter to NICE. Within three weeks of launch, 15,000 people had signed our petition, resulting in NICE announcing a reconsideration of its decision – an unprecedented breakthrough for the MND community. The campaign demonstrated urgency, boldness, and an unapologetic demand for change, ensuring that the voices of those affected by MND were heard.