The Motor Neurone Association: The Love Inside

Following a successful pitch process GOOD were selected alongside MI Media to deliver a unique partnerhip opportunity on behalf of the MND Association. Coronation Street were running a long-term storyline highlighting Motor Neurone Disease (MND) through the character of Paul Foreman (played by Peter Ash). The storyline was informed by extensive consultation with the MND Association and would culminate with the passing of Paul in September 2024.

Our response was the ‘Love Inside’ a campaign that integrated both brand and fundraising to maximise cut-through and donations. MND is brutal and we didn’t want to shy away from that. Our strategy focussed on highlighting the real life struggles real people face every day in the battle against MND. We used contextually placed TV advertising through a media-first partnership with Coronation Street to show that ‘MND Takes Everything, But It Can’t Take The Love Inside’. This was supported by response driving activity asking viewers who engaged ‘When MND takes, will you give?’.

We produced a hero 30” TVC, and three supporting cut-down films featuring real people fighting the battle against MND everyday. Following negotiations, we managed to license the track ‘The first time I ever saw your face’, sang by Roberta Flack who herself had MND and has sadly now passed away. The films were Directed by Tim James Brown and produced by VINCE. I led delivery of the project from the pitch briefing through to final delivery of the campaign.