ST Luke’s in Winsford will be among hospices boasting a TV audience of over 5 million, as part of myth-busting ad campaign set to run between episodes of Coronation Street and Emmerdale.

The 'Think Again' initiative aims to raise awareness and break down barriers that can prevent people from accessing hospice care.

The venture will see 26 hospices share the cost of slots on peak-time Granada shows, using video clips of real patients, families, staff and volunteers to spread a key message that hospices are local charities that benefit their immediate communities.

The project is the brain-child of Sue McGraw, chief executive of St John's Hospice in Lancaster.

She said: “Time and time again we hear that people believe their local hospice is a frightening or depressing place, or they assume it’s only for older people, or just those diagnosed with cancer, rather than all life-limiting conditions. All these things can be great barriers to people accessing hospice care.

"With this campaign we're hoping to break down these myths and barriers by bringing the reality of what we are all about into people's homes and onto their TV screens."

Claire Langston from St Luke’s hospice added: "By encouraging people to 'think again' about their local hospice, we hope we can reach out and connect with more people in our local communities."

For more information about the campaign and the individual hospices involved visit www.nwhospices.org.uk.