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
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