Yasper PR Leeds agency delivers nearly 700 pieces of media coverage in ten days for MND ocean rowing crew
Leeds PR agency Yasper has extended its pro-bono partnership with Row4MND, the ocean rowing crew attempting to circumnavigate Great Britain to raise £57 million for motor neurone disease research. The Yasper PR Leeds team delivered almost 700 individual pieces of media coverage during the crew’s ten-day Irish Sea crossing in March, which saw four rowers complete 250 miles from Pembrokeshire towards Scotland in some of the most demanding conditions.
How a Leeds Agency Turned a Charity Brief Into a National Story
Yasper, founded by Julian Pearce and based at The Calls on Leeds’ waterfront, took on Row4MND as its first pro-bono client in summer 2025. The agency’s approach has been to interrogate objectives, build relationships with national newsdesks, and commission professional photography to capture the scale of each crossing.
“Our team extends way beyond the four guys in the boat. Not only do (Yasper) they get just how physically demanding this challenge is, but they’re also able to respond to dynamic situations at speed, something you need when you’re facing unpredictable conditions at sea. It’s great to know they have our back.”
— Mike Bates, co-founder, Row4MND
The Leeds Connections Behind Row4MND
The campaign has deep roots in Leeds. Co-founder Mike Bates is Leeds-based and donated to the build of the Rob Burrow Centre for Motor Neurone Disease at Seacroft Hospital, which was officially opened by the Prince of Wales last year. Leeds Hospitals Charity is one of three beneficiaries alongside My Name’5 Doddie Foundation and the Motor Neurone Disease Association. The £57 million target itself is a tribute to rugby legends Doddie Weir (shirt number 5) and Rob Burrow (shirt number 7).
Why this matters for Leeds
This is a useful case study in how a Leeds agency can compete on a national stage. For Leeds’ growing PR sector, it demonstrates the quality of strategic media work coming out of the city.
Learn more about Yasper: https://www.yasper.agency/
More about Row4MND: https://www.row4mnd.com/
