Agency backs paraplegic Shrewsbury adventurer’s record-breaking South Pole attempt
Shrewsbury-based marketing agency Codebreak has announced its support for Shrewsbury explorer Darren Edwards, who will embark on an ambitious Antarctic expedition later this year.
Codebreak has provided a sponsorship package for Darren’s initiative, Redefining Impossible, which includes ongoing marketing support and a range of creative materials including branding and a new website which aims to attract more sponsors.
Darren, who became one of the world’s leading disabled adventurers after a near-fatal climbing accident left him with a life-changing spinal cord injury, will attempt to set a new world record by completing the longest-ever sit-ski journey to the South Pole.
Starting this December, Darren and his team will traverse 333 kilometres of harsh terrain in temperatures as low as -30°C, surpassing the current sit-ski record of 111 kilometres.
Through his achievements as an adaptive adventurer, which have so far included kayaking the length of the UK and completing seven marathons on seven continents in seven days, Darren has consistently pushed the boundaries of human potential.
His organisation, Redefining Impossible, aims to challenge perceptions of disability and encourage others to pursue their dreams against all odds. He also hopes to raise funds for Wings for Life, an organisation dedicated to "finding a cure for spinal cord inury".
“I first heard Darren share his story on stage at a conference, and I was deeply moved by it,” says Joel Stone, founder of Codebreak. “Once I realised he’s also a Shrewsbury lad, and even went to college with my wife, we began a creative collaboration and I’m so happy to have the chance to become a small piece in Darren’s huge, inspiring adventure.”
Darren added: “From my first conversation with Joel, I knew they’d be the ideal marketing partner for my expedition. They’ve provided a brand identity and website that helps me tell my story to the world, and beautifully captures the adventurous nature of our expedition.”
For more information, visit redefiningimpossible.co.uk.
