Winning gold at The Drum Awards for Advertising in the Charity/Not for Profit/Social Purpose category was MND Association and the Good Agency for a campaign that brought a soap opera storyline to life. Here is the award-winning case study.
Coronation Street, the world’s longest-running soap, currently features a story where a central and much-loved character is diagnosed with MND.
As a disease, MND is not at the forefront of the 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. It has been boosted slightly in recent years as high-profile sports stars have been diagnosed with the disease. However, there is a long way to go until this brutal disease becomes a top national priority.
The MND story on Coronation Street has connected with the mass public audience of Coronation Street viewers in a …