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Challenge

Motor neurone disease (MND) is incurable, progressive and terminal. It will ultimately take everything from those living with it – the ability to walk, talk, eat and eventually breathe. As a disease, it is not at the forefront of public consciousness. Pre-campaign tracking showed that only 1% of people mentioned MND when asked to name a health condition or disease affecting people in the UK.  

At the start of 2024, Coronation Street, the world’s longest running soap, featured a storyline where a central and much-loved character, Paul Foreman, was diagnosed with MND. The story connected with a mass public audience in a highly emotive and relatable way. We sought to develop a campaign that would translate this national attention into support for the MND Association, the UK’s leading charity for those affected by the disease. 

Activity

In a UK media first, we secured a partnership for the MND Association with Coronation Street for the first ever ‘Coronation Street Presents…’ ident. As storyline research partner with the soap, the MND Association was able to use this exclusive format to showcase its new, emotive advert. In another first, the actor Daniel Brocklebank, who plays Paul Foreman’s husband in the soap, provided the voiceover for the ident.  

Throughout the rest of the campaign, we secured unprecedented access for the MND Association to Coronation Street’s storylines. This meant we could place the ad’s airtime against the most relevant episodes and at pivotal points in the character’s storyline as Paul Foreman and his friends & family navigated his Motor Neurone Disease diagnosis.  

When the story reached its emotional conclusion, we secured another media first in a ‘Coronation Street presents…’ ad break takeover with a fresh call to join the MND Association in the fight against MND and fund vital research & support. 

At the end of the emotional episode, a Coronation Street ident shared with viewers that while they have been following Paul’s storyline on the soap, for many MND sufferers and their 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 the 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.   

Throughout the campaign, Meta and paid search were used to create further awareness and convert attention into donations and contactable leads, by completing an online hand raiser form with evolved messaging: ‘when MND takes, we give.’ 

Activity

Accelerating Growth

A brand lift study conducted by ITV following the partnership showed that the campaign had generated a 14% increase in awareness for the MND Association and an 11% increase in knowledge about Motor Neurone Disease. Alongside an increase in awareness, those that had seen that ad reported an 18% increase in intention to donate, with 1 in 5 viewers claimed they had donated in the last six months while the campaign was on air. 

During the first half of the campaign, the MND Association saw a 34% increase in site sessions, a 57.19% increase in cash givers and a 186% increase in regular givers when TV activity was live. 

To date, digital activity has driven 2,246 donations, with a high Average Gift Value of £116, against a £45 benchmark, hitting a Cost Per Acquisition of £55.  

The campaign has been shortlisted for the Third Sector Awards for Communication Campaign of the Year, The Drum Awards for Advertising and for the Charity Sector at the DMA Awards.