Live Free Fund 2024: Emily Explores the NC500

WPR has announced the latest recipient of its Live Free Fund, the Birmingham PR agency’s initiative to make life enriching experiences possible for its team.

Later this year, graphic designer Emily Reeve will return to her family’s roots to explore the famous NC500 round trip of Scottish coastline. Her trip will also see her detour to climb Ben Nevis, raising funds for Birmingham-based charity NICE, which provides rehabilitation services for individuals with movement disorders. 

Emily said: “My grandad was a true Scotsman with a love for exploring and the outdoors. However, a serious stroke in his early 60s necessitated his move away from Scotland to be nearer family and limited his mobility.

“After his death, my grandma often reminisced about their time there and the places she wanted to show me. Sadly, we never got to go together, but now I would love to undertake the trip in their memories – visiting their hometowns and getting to know the breathtaking landscape of the NC500.

“I also hope to raise as much money as possible for NICE ahead of my Ben Nevis hike. Without the seven months of rehabilitation my grandad received following his stroke, he might never have left hospital. The services local charities provide is invaluable to both the individuals they support and their families.”

The Live Free Fund was established in memory of cherished former colleague Zara Free, as a way of keeping her spirit of curiosity and zest for life flourishing at WPR.  Each year, any member of the WPR team can apply for funding to do something that will broaden their horizons or allow them to grow as an individual, with Zara’s family selecting the winner or winners.

WPR managing director Jane Ainsworth said: “Zara loved travel, new experiences, her family and helping others. So, Emily’s application chimed perfectly with those passions.  Zara’s family felt sure that Emily’s plans, particularly her desire to raise money for such an important charity, would have wholeheartedly received Zara’s seal of approval. We wish Emily lots of luck with preparing for the hike and hope she has a wonderful, memorable trip.”

Launched in 2021, the Live Free Fund has since financed experiences ranging from skydiving in Australia and visiting family in New Zealand to learning Spanish and becoming a qualified yoga instructor.