20 September 2024 Association News
The MND Association’s first television advertising campaign in a decade narrowly missed out on an accolade at this year’s Third Sector Awards.
The Love Inside, developed in partnership with GOOD and MI Media, featured the stories of Mike Sumner and his wife Zoe, Louise and Rob Jordan and Mike Small. All affected by MND, their experiences brought to life the reality of MND to millions of people through television and digital adverts, to coincide with the MND storyline on Coronation Street.
The campaign was shortlisted for Communications Campaign of the Year and Best Large Charity Film, but strong competition saw the awards go to Lark for Wellbeing for Women and CoppaFeel!, respectively.
The Association’s moving campaign launched in January 2024 and has since featured in the advert breaks of television programmes Coronation Street, This Morning and Loose Women, and within various publications including Radio Times, Women’s Own and Chat.
More than 7,600 new contacts have signed up to hear more about the Association’s work and many have pledged to donate to the Association as a direct result of the campaign.
Richard Evans, the MND Association’s Director of Engagement said:
“We are incredibly proud of The Love Inside and although we are disappointed it didn’t take home a win, we are thrilled that it has been able to raise awareness of MND with new audiences. People with MND have been at the very heart of The Love Inside and we are so grateful to Mike and Zoe, Louise and Rob and Mike for working with us to create this powerful, emotional and impactful campaign. The loss of both Louise and Mike Small during the campaign highlights the cruelty of this disease and need to find effective treatments quickly.”