MND Association - The Love Inside

Motor Neurone disease is incurable, progressive and terminal. It will ultimately take everything from those living with it - the ability to walk, talk, eat & eventually breathe.

Coronation Street, the world’s longest running soap, currently features a story where a central character is diagnosed with MND. The MND Association wanted to translate the increased awareness of the disease into support for the charity, and start a national conversation.

To do this, we created a campaign which moved from the fictional world of Coronation Street, to reality.

The Love Inside campaign shows that MND can take everything from people diagnosed, but their deeply loving relationships can’t be taken away. The campaign leads with an advert, showing real people living with MND and their partners. Emotive footage from these lasting relationships was set against the sound track The First Time Ever I Saw Your Face, by the artist Roberta Flack, who has herself been diagnosed with MND. The film launched with a media first partnership with ITV with a “Coronation Street Proudly Presents” continuity announcement.

It has been hugely effective and had an overwhelming response, raising awareness of the charity, generating leads and donations and most importantly starting a national conversation.