CLIENT:
Motor Neurone Disease Association
PROJECT:
The Love Inside
Integrated awareness and fundraising campaign
A powerful integrated campaign for the Motor Neurone Disease Association in partnership with Coronation Street and ITV.
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. The campaign shows the brutality of the disease but juxtaposes it with the one thing it cannot take – The Love Inside.
Coronation Street, the UK’s longest running soap, has a current storyline where a central character, Paul Foreman, has been diagnosed with motor neurone disease. The campaign partners with Coronation Street in an industry first, leveraging increased awareness to deepen connection with the MND Association.
The films capture authentic, heart-rending scenes of people living with MND in their homes. It is set against a hauntingly beautiful soundtrack, ‘The First Time Ever I Saw Your Face’ by Roberta Flack, who also has MND. The films are supported by a suite of digital ads and a national outdoor campaign designed to drive donations.
The message has been underlined by the death of Dr Louise Jordan, a former GP who supported those with MND before being diagnosed with the disease herself. She stars in the campaign, and since filming in November 2023 has sadly died. Her wish, and that of her family, is that the campaign, including films in which she appeared, goes ahead.
