With MND, Every Day Matters'

With MND, Every Day Matters is the brand launch film for the MND Association — and its most important creative work in over a decade.

The film follows Rob, who lives with MND, and his family. Through a combination of community-contributed footage and professionally filmed moments woven throughout, it charts an honest portrait of life with a disease that takes away time, voice and independence — and refuses to look away from any of it.

The narration comes directly from the community. Words shaped by people living with MND, voiced by those affected: “You only kind of realise that when they’re taken away. Time is precious. Spend as much time as you can with the people you love. Tell them how you really feel. Smile. Laugh. Misbehave. Be kind. Be defiant.” At its midpoint, the charity makes its promise: to give people more time with those they love. To refuse to waste a single moment.

The result is a film that earns everything it asks of its audience — because it was made with and by the people it represents. Launched 28 January 2026, it is the emotional foundation of the MND Association’s most significant rebrand in more than a decade.

Results and impact: — 6.5 million video views — 143% above target — 44.3 million impressions — 8 national digital channels reached — 1.44 ROAS (Return on Ad Spend) — 148% above fundraising target