Since January, we’ve been working with Coronation Street as one of its key characters, Paul Foreman, navigated his Motor Neurone Disease diagnosis. As his story reached its emotional conclusion last night, the MND Association Love Inside campaign ran in a media first ‘Coronation Street presents…’ ad break takeover, with a fresh call to join them in the fight against MND and fund vital research & support.
The Love Inside launched in a media first with the first ever ‘Coronation Street Presents…’ ident. Throughout the rest of the campaign, we secured unprecedented access for the MND Association to Coronation Street’s storylines to ensure that we placed the ad’s airtime against the most relevant episodes and plots.
The culmination of this campaign has seen us secure another media first with a ‘Coronation Street presents…’ ad break takeover. At the end of this emotional episode, a Coronation Street ident shared with viewers that they have been following Paul’s storyline on the soap and that for many MND sufferers and carers, this is a reality. The ident was followed by MND Association’s powerful ad before another Coronation Street ident then urged viewers to head to the MND Association website to find out how they can support the vital work of this charity. In the lead up to last night’s episode, we also placed ads in press titles including Woman’s Own and Radio Times, and around listings for Paul’s last episode in TV listing publications.
