The Stroke Association, the UK’s leading charity dedicated to supporting people to rebuild their lives after stroke, is partnering with Channel 4 for its latest awareness campaign.
Negotiated by Omnicom Media Group’s PHD Manchester and 4Sales in Manchester, the TV campaign will launch ahead of the charity’s Stroke Awareness Month in May to increase awareness of the challenges faced by stroke survivors and encourage more people to support them with their recoveries.
“When stroke strikes, part of your brain shuts down – and so does a part of you. This is because a stroke happens in the brain, the control centre for who we are and what we can do. It happens every five minutes in the UK and changes lives instantly,” says Dominic Brand, executive director of external affairs at the Stroke Association.
“PHD Manchester has demonstrated a passionate commitment to helping us extend the reach of our message and establishing media partnerships that will bring stroke awareness to the forefront of the national conversation,” he adds.
The partnership kicks off during Gogglebox tonight (26 April) with a Channel 4 ad break premiere of the Stroke Association’s 60-second TV spot, created by AMV BBDO, as well a series of five-second blipverts throughout the programme.
Joe Woolrich, account manager at PHD Manchester, adds: “We’re thrilled have the opportunity to bring the Stroke Association and Channel 4 together to collaborate on this campaign. Gogglebox accurately reflects the interests and concerns of families in modern Britain, and with roughly 1.2 million stroke survivors in the UK, we felt that the programme was the perfect way to engage audiences in a national conversation about the wide-ranging impacts of stroke.”
The campaign is expected to reach more than 75% of all adults in the UK, and will continue to run across linear TV, VOD, YouTube and social media until the end of June.
Jack Bridgewater, group partnerships manager at Channel 4, says: “Our hit show Gogglebox reaches millions of viewers meaning it is perfectly placed to help raise awareness of the needs of stroke survivors and the condition itself.”
Brand adds: “Stroke recovery is tough, but with the right specialist support and a ton of courage and determination, the brain can adapt.”
This is the first campaign negotiated by PHD Manchester on behalf of the Stroke Association since it was appointed as the charity’s media planning and buying agency in 2019.