The Muscle Help Foundation has appointed East of England PR agency, KISS Public Relations to handle the development of the charity’s social media in preparation for the ‘Games Inspired Muscle Dreams’ charity programme at the 2012 Paralympic Games which will deliver a once in a lifetime experience for 75 young people with Muscular Dystrophy (29 August – 9 September). The Muscle Help Foundation delivers amazing and unforgettable experiences in the UK called Muscle Dreams for children and young people afflicted by the muscle wasting disease, Muscular Dystrophy. Muscular Dystrophy affects over 70,000 people in the UK and varies in complexity with no known cure. As part of this on-going mission, this innovative Paralympic related project has been in development for over two years and was conceptualised by the Muscle Help Foundation’s inspirational CEO, Michael McGrath. Michael himself has Muscular Dystrophy and as a result of the deteriorative nature of his condition has been a powerchair user for several years. Michael is a remarkable individual who besides being the driving force behind this family charity is a highly accomplished motivational speaker. He is also the first, and currently only disabled person to have successfully led expeditions to both the North and South Poles and will be carrying the Paralympic torch from the London Borough of Waltham Forest on 29 August at 19:14. Michael approached KISS Public Relations, an agency that provides social media expertise to a wide range of organisations to determine whether the team could offer support for the ‘Games Inspired Muscle Dreams’ project and also in preparing the social media channels aimed at reaching maximum awareness. Laura Brown, KISS Public Relations’ Social Media Manager was delighted to be of assistance, she said, “When I met with Michael to discuss the charity’s aim to take 75 Muscle Dream beneficiaries to the Paralympics, and the charities vision to deliver a Muscle Dream for every child and young person in the UK, I agreed immediately to assist in developing the social media touch points which include Twitter and You Tube and establishing Facebook and LinkedIn profiles.” Games Inspired Muscle Dreams has been granted the official ‘Inspired by London 2012’ mark, which is indicative of the value placed on the programme by the Paralympic Games organisers. Amongst others, Lord Coe, Chair of LOCOG together with Charity patron Lorraine Kelly OBE as well as the Deputy Chair of the London 2012 Nations and Regions Group, Jonathan Edwards, have endorsed the event whilst businesses including Standard Life, Zibrant, PwC and BI Worldwide are providing sponsorship. Commenting on the appointment of KISS Public Relations Michael said, “We have reached a real turning point for the charity and have received some fantastic interest from local, national and international news channels, celebrities and the public alike. We were keen to get our social media touch points in order, and utilise the medium to further raise awareness of Muscular Dystrophy and the work we do at the charity. KISS has made fantastic progress and we look forward to working with Laura and her team to develop this avenue further.” To keep up-to-date with all the charity news follow The Muscle Help Foundation on Twitter, LinkedIn and on Facebook.