Crockerton doctor, Graham Cox and his father Ronald are looking to use the power of social media to fund the production of a device that prevents back pain during car journeys.

They are launching a funding campaign through to raise funds for the device called Shoft which they spent four years designing and is designed to keep the driver and passengers in a healthier ergonomic position.

The website allows business start-ups to seek funding from a large number of individuals who each pledge small amounts of money if they think the proposition is viable.

Dr Cox said: “Our first commercial run sold out in a week, so we need to move to a higher production facility to meet the demand. Explaining our product and the benefits to a wide population will hopefully motivate people to pledge small donations to help fund us.”

For information on the campaign register at to be notified when the Crowdfunder campaign goes live.