Published by Sue Johns-Chapman
Published Date 26.05.2026 
It means so much to the Spinal Injuries Association (SIA) to be recognised by the UK Content Awards in the podcast/audio category. We are a small but hard-working charity, and so to see our podcast alongside big agencies and organisations feels really good.
I have always been an enthusiastic advocate for the power of genuine and authentic storytelling. Ever since my days as a broadcaster and now in my role as PR and Media manager at national charity Spinal Injuries Association, I have witnessed the power of stories from individuals to engage the public into meaningful action. The most powerful creative slogans and campaigns often need the raw power of individuals sharing how they have overcome the barriers on their journey to truly connect with the public.
When I was given the opportunity to create a podcast, I knew that given the journey of many of those who find their lives turned upside down without warning due to spinal cord injury, the content would be compelling. Many end up paralysed, with bladder, bowel and sexual function severely impacted. Life as a wheelchair user becomes the reality for the rest of their life.
Created on a modest budget I wanted to prioritise authenticity and that started with our hosts. Podcasts are an invitation into a world you may want to learn more about and that world should always feel a like a world in which all are welcome. This starts with the hosts, Zoe and Gary, both living with spinal cord injury. Diverse in their representation, both charismatic they offered immediate trust, empathy and credibility.
Our title ‘I didn’t plan on this’ was Gary’s idea, he works supporting others like himself with spinal cord injury and said that this phrase is one he hears often. The title reflected our ambition that this podcast should communicate immediately that this is the voice of those we support and not the voice of a charity.
I set out with 3 main objectives for the podcast:
- Shift perceptions of life after spinal cord injury.
- Provide hope, representation and practical insight for those living with it.
- Grow awareness of SIA’s support and highlight the strength of community.
The media often focus on the traumatic elements of spinal cord injury and recovery, but ignores the impact of those closest to the injured. I wanted to bring people with remarkable stories of resilience alongside those who know them best and who are also deeply affected. The aim was to reflect more than the usual triumph over tragedy narrative that exists in many media outlets and reflect the truth often missing from public perception. Many people build rich, fulfilled, ambitious lives despite the barriers they face BUT only with the right support and that often comes from friends and family members, as well as charity’s like ours.
To cut through we took creative risks, discussing topics often avoided—intimacy, trauma, fertility, identity, family planning—and did so with dignity and care. We chatted with humour about issues surrounding disability, we helped people see the person and not the disability.
In terms of audience feedback listeners told us it helped them feel less alone. We aimed to attract wider audiences without diluting the truth of lived experience. We were thrilled with 164,000 streams across all platforms over 8 episodes in the first six weeks with strong retention rates with approx. 60,000 listeners listening to more than 80% of an episode, showing that honest storytelling resonated far beyond expectations.
We also saw an increase in direct messages received by SIA’s support channels. For newly injured people often isolated, scared and unsure of their future, this podcast provided something no clinical leaflet or rehab session can offer, the chance to hear real voices, real challenges and real hope.
Take a listen
“I didn’t plan on this” – podcast
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