Motor Neurone Disease (MND) Association has partnered with TV soap Coronation Street for the first-ever “Coronation Street Presents…”, using the programme’s storyline alongside the charity’s new advert to increase awareness of the degenerative disease.
Motor neurone disease is incurable, progressive and terminal and will inhibit those suffering with it from walking, talking, eating and eventually breathing.
When the ident premieres tonight (29 January), viewers will hear the voice of Coronation Street actor Daniel Brocklebank, whose character’s husband is affected by MND.
As storyline research partner with the soap, MND Association has been given unprecedented access to Coronation Street’s storylines to ensure that the ad’s airtime is placed against the most relevant episodes and plots.
The popular ITV soap currently has a storyline where a central character, Paul Foreman, has been diagnosed with MND.
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The ad shows real-life couple Mike and Zoe Sumner, and highlights the powerful connection people maintain with their loved ones, despite the devastating impact of the disease.
Dr Louise Jordan, a former GP who supported those with MND but sadly died since filming started in November, will also feature in the later stage of the campaign, as was her wish.
The soundtrack used is ‘The First Time Ever I Saw Your Face’ by artist Roberta Flack, who is currently living with MND.
As well as the TV advert and social campaign launching today, there will be a supporting OOH and print campaign, with subsequent adverts revealed at pivotal points in Paul’s storyline over the coming months.
Strategic and creative agency Good has launched the new campaign, ‘The Love Inside’, for the Motor Neurone Disease Association, in partnership with Coronation Street and ITV.
The campaign was devised to convey the brutality of the disease, juxtaposing it with ‘The Love Inside’, which it cannot take.
Ocean Outdoor and The i have provided complimentary media spend in support of the campaign, secured by MI Media and OOH partner Talon.
Motor Neurone Disease Association chief executive Tanya Curry said: “The launch of this new campaign is an important moment for the MND Association as we explore new ways of raising awareness of this devastating disease among a different audience”.
“From the outset we wanted the campaign to focus on real people and capture the range of emotions experienced during a person’s MND journey. By working collaboratively with a dedicated and professional team, including people with MND who have helped us shape each element, I believe we have done that in a very powerful way.”
“We hope these adverts, as part of a wider reaching campaign, will deepen our connection with the Coronation Street audience, inspire support for our work and push us closer to achieving our vision of making MND treatable and ultimately curable.”
