16 August 2005

United Kingdom: "Corrie's" new storyline will aim to kick start a mass volunteer movement across the nation, TV chiefs have revealed. Some of the leading stars from Coronation Street are to join the plot which aims to help boost the Year of the Volunteer Campaign.

The storyline will see the characters Claire and Ashley Peacock initiating a scheme to clean up the famous Red Rec - often referred to in the near 50-year-old show but rarely seen - for the benefit of the children of Coronation and Rosamund Street.

They try to enlist the help of other residents but in usual Street style, there is a comic twist.

The popular Manchester-based soap attracts an average 11 million viewers per episode, and this year has won a record number of prestigious awards.

Corrie bosses and ITV chief executive Charles Allen cooked up the plot to support ITV's "Britain On the Move" campaign which this year is supporting the Government's Year of the Volunteer - spearheaded by Chancellor Gordon Brown.

Mr Allen said: "I am delighted that by using the power of ITV's most successful programme Coronation Street, we are able to convey the important message across about the benefits of volunteering and hope we inspire many people to follow the characters example to make a difference in their community."

Chancellor Gordon Brown said: "I am delighted to see ITV will be using a volunteering storyline in Coronation Street. "I am sure ITV's `Britain on the Move' campaign and support for the Year of the Volunteer will help raise awareness of the benefits of volunteering."

For the first time ever, Coronation Street viewers on the Sky platform will be able to press red on their remote control, enter their postcode, and choose from a wide range of local volunteering opportunities in their community - thanks to ITV's partnership with the Community Channel.

Caroline Diehl, chief executive of the Media Trust which runs the Community Channel, said: "The power of soaps to reach, inspire and involve people is unique, and we are thrilled that ITV has put its weight behind the Year of the Volunteer with such commitment."

Jason Tanner, head of press at CSV, the UK's largest volunteering charity, welcomed the move.He said: "More than one in 10 volunteers makes their mark on the environment, from revitalising parkland to cleaning off graffiti.

"We hope that the good people of Weatherfield will be able to inspire even more people to take action on the ground while helping to demonstrate that the nation is full of people who give their time freely."

The campaign will culminate on ITV's National Walking Day on September 18 which coincides with the week of celebrations marking ITV's 50th anniversary.In 2004, ITV's `Britain on the Move' motivated 1.2m people to go for a stroll on ITV's National Walking Day last September.It also generated 14 million website hits and half a million calls to a free action line, and distributed more than 500,000 step-o-meters.

Find more information about the Year of the Volunteer campaign

From: Manchester Online