The Love Inside

MND Association and GOOD Agency

Motor Neurone disease is incurable, progressive and terminal. It will ultimately take everything from those living with it - the ability to walk, talk, eat & eventually breathe.

Coronation Street, the world’s longest running soap, currently features a story where a central character is diagnosed with MND. The MND Association wanted to translate the increased awareness of the disease into support for the charity and start a national conversation.

To do this, we created a campaign which moved from the fictional world of Coronation Street to reality. The Love Inside leads with an emotive film, showing real people living with MND. It shows that MND can take everything away from people, apart from their deeply loving relationships.

The film features real life couple Mike & Zoe Sumner. Mike was diagnosed with MND in 2020. The film shows them living with the impact of that in their home. The footage is set against the sound track The First Time Ever I Saw Your Face, by Roberta Flack, who has herself been diagnosed with MND.

It has been hugely effective and had an overwhelming response, raising awareness of the charity, generating leads and donations and most importantly starting a national conversation.