“After years of talking the talk, I decided to scoot the scoot”

Over the years I have reported on a multitude of charity events – from sponsored head shaves, people sitting in baths of baked beans and even one man who was running the London Marathon dressed in a monkey suit, writes Sarah Newton.

And never once have I had even the slightest inclination to join in.

My job has always been to support events from behind the scenes. Providing media coverage, crafting social media campaigns and drafting press releases feels like my natural role.

Which is what made my decision to join in a 50-mile three-day kick scooter challenge even more out of character.

?At first, I planned to handle the usual PR duties but the more I thought about the cause and the people involved, the more I realised that stepping up in a more personal way was important.

In my line of work, I often ask others to support causes, whether it’s through donations, participation, or raising awareness. By hopping on the scooter and joining the ride, I wasn’t just talking the talk, I was scooting the scoot. It’s easy to encourage people to get involved, but it’s much more powerful when you’re in the thick of it with them.

The event was in memory of Sam Liew – a little boy I never met, but whose legacy stretches far beyond his short life. Sam had just celebrated his fifth birthday when a low-level virus led to the sudden onset of a condition called FIRES. Febrile Infection-Related Epilepsy Syndrome is a rare and devastating form of epilepsy affecting only one in a million people.

Its effects are horrific and catastrophic. Just weeks after his first seizure Sam passed away, as his mum Rachel held him in her arms and sang his favourite song.

You might assume that Rachel would have curled up in a ball, stayed in bed for the rest of her life or simply given up.

No one could criticise her for giving into despair - she has experienced an unbearable loss that no mother, no human being, should ever have to endure. But instead, Rachel has dedicated herself to keeping Sam’s memory alive, raising money for research into FIRES and to ensuring that her son is the last child to lose their life to this devastating condition.

How could I sit at home and just let her get on with it? This wasn’t just about supporting a random event or ticking a box for corporate social responsibility – this was about a little boy called Sam (coincidentally the name of my own son) and the overpowering love of his mum.

So, just a few weeks later that I found myself re-learning how to use a scooter before setting off on the 50-mile journey from Aston University, in Birmingham, home of the first and only UK FIRES research centre to Mickleover where Sam lived.

For the first time since sports day at primary school I experienced the sensation of crossing the start line and wondering if I could keep up (answer – no, not on the first day when the younger and much faster group left me behind!)

But once I had found my stride (and my people, thank you Team Joy Riders) I discovered why people take part in these events. There’s something uniquely bonding about working with others for a shared goal, becoming part of a larger movement of generosity, kindness and community.? And, I’m not going to lie, the way you can eat an entire bag of sweets without feeling guilty helps too.

There’s something transformative about being directly involved in a charitable event. When you’re on the front lines, you feel the energy and experience the camaraderie of everyone coming together for a cause. That’s something you can’t replicate from a desk or through a screen.

Understanding the full experience also means that when I write about Sam’s Superheroes and Sam’s Big Scoot, my words come from a place of genuine involvement and understanding.

We often communicate the importance of authenticity in messaging, and what could be more authentic than fully immersing myself in the event I was promoting? ?

Of course, 50 miles on a scooter is a VERY LONG WAY. We developed blisters on our hands and feet, cut and bruised our ankles multiple times by inadvertently bashing the footplate and a couple of us soldiered on with flat tyres wondering why the going had got even tougher. And the weather was nothing short of biblical on the final day.

If someone had poured buckets of water over us, we couldn’t have been wetter. But in many ways the storm made the experience even better – we had to laugh, we became closer than ever and discovered that scootering through a puddle is quite good fun.

We all learned a lot during the experience; about the power of supporting each other and the kindness of strangers. We received more than ￡500 in donations along the route, from people we’d never met and who clearly thought we were bonkers.

And an elderly gentlemen we met on the outskirts of Lichfield turned up at the finish line to congratulate us, causing a few of us to descend into tears.

We had been able to spread Rachel’s love for Sam across several counties during the challenge and raise awareness of FIRES and the importance of research at the same time. PR is about communication, connection, and amplifying a message. But sometimes, the best way to amplify a message is to embody it yourself.

That’s why I didn’t just stand on the sidelines this time — I joined the ride. And I would very much recommend it.

?If you would like to know more, or make a donation please visit:?Crowdfunding to fund UK research into FIRES (Febrile Infection Related Epilepsy Syndrome). We couldn't save Sam, but we need to save other children. on JustGiving