18 July 2024 Association News
The MND Association’s first television advertising campaign in a decade, The Love Inside, has been nominated twice at this year’s Third Sector Awards.
The powerful campaign, which features the stories of Mike and Zoe Sumner, Louise and Rob Jordan and Mike Small brought to life the reality of MND to millions of people, while showing their enduring relationships.
Working together with partners GOOD and MI Media, the Association produced a series of ads for television, social channels and digital billboards to coincide with the ongoing Coronation Street storyline featuring character Paul Foreman who was diagnosed with MND last summer.
The moving campaign, which is set to The First Time Ever I Saw Your Face by Roberta Flack, was watched by more than six million people when it was first aired on ITV in January.
Earlier this month it was announced The Love Inside had been nominated in the Communications Campaign of the Year and Best Large Charity Film categories at the Third Sector Awards which are due to be held in September.
The Association’s Director of Engagement, Richard Evans said: “The Love Inside is a powerful campaign which shows the devastating impact MND has on so many people. While the Coronation Street storyline may be fictional, for too many people Paul’s story is very real, something we were keen to capture, with the support of all those involved.
“It’s really important to remember it would never have been possible without Mike and Zoe, Louise, Rob and Mike and their families and we are incredibly grateful to them for everything they have done to support us.
“While we celebrate the success of the campaign, we also remember Louise and Mike who sadly died before the campaign was broadcast. Their loss is a stark reminder of the cruelty of MND, and the work we now must do.”
With the support of his family, the campaign will continue later this summer with Mike’s story taking centre stage.
Once again, the adverts will coincide with the developing Coronation Street storyline and will feature during the ad breaks of popular daytime programmes, including Loose Women, to raise awareness and vital funds.