By Hannah Bowler

UK charity explores new ways to raise awareness of devastating disease through tie-up with much-loved ITV soap Coronation Street.

Motor Neurone Disease Association has partnered with ITV to promote a campaign through a soap opera plotline.

Coronation Street character Paul Foreman was diagnosed with motor neurone disease in April and the MND Association has been acting as a storyline research partner advising on the on-screen portrayal of the illness.

Off the back of this, ITV has given a premium ad spot to MND Association’s latest brand awareness campaign launching tonight. The minute-long film will be shown in the ad break and positioned Read full story ›

Source: The Drum