Case Studies » Coronation Street Volunteering
Britain's top soap launched a major new storyline which aims to kick start a mass volunteer movement across the nation.
Some of the leading stars from Coronation Street join the plot which aims to help boost the Year of the Volunteer Campaign.
The storyline sees 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.
Coronation Street series producer, Gareth Phillips, said: "Weatherfield is a reflection of many communities across the country where people do come together and give up their time for the greater good.
"The Peacocks initiative inspires others and results in an improved environment for everyone. It is a really positive storyline which chimes in with the objectives of the Year of the Volunteer."
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.
Press Red worked with both ITV and Community Channel to develop a standalone version of the service they built for Community Channel to support the volunteering storyline.
ITV will continue to promote the service through their ITVi Interactive service.