“Sarah’s Story:” The Motor Neurone Disease (MND) Awareness Campaign

Motor Neurone Disease (MND) is usually referred to in the United States as Amyotrophic Lateral Sclerosis (ALS) or “Lou Gehrig’s Disease.” In France, it is known as Maladie de Charcot, or “Charcot’s disease.” It is a group of neurological disorders affecting an individual’s ability to control normal muscle activity and function.

The Motor Neurone Disease Association in the United Kingdom (UK) conducted a campaign to raise awareness about MND, and about the Association’s work and mission. The campaign centerpiece was an educational film depicting progression of the disease, and the emotional turmoil and physical debilitation it causes.

Key Activities:

The awareness campaign was built around one individual’s experience, from diagnosis through progression of the disease to physical infirmity. Sarah Ezekiel is the UK citizen afflicted with MND. “Sarah’s Story” is a film dramatization of her experience. Messaging of and about Sarah Ezekiel and “Sarah’s Story” was presented in print advertising, commercial broadcasts and roadside billboards, and the film was shown in more than 60 movie theatres throughout England and Wales.

Results:

In addition to winning multiple awards and commendations, the campaign spurred debate and raised awareness of the Association’s work and mission. Also, the controversy surrounding graphic dramatizations of physical incapacity and emotional damage suffered by an identifiable victim of the disease, included calls for a ban on the ads from British television as “too shocking for public consumption” by Clearcast, a watchdog organization. This, in turn, led to greater message exposure through a BBC-hosted discussion program between Sarah, the MND Association and Clearcast principles.

Industry:

Healthcare

Primary Communications Discipline:

Public Health Communications

Organizations Involved:

Motor Neurone Disease Association, UK

Campaign Dates:

January, 2009 – December, 2009

For More Information:

Motor Neurone Disease Association awareness campaign http://www.mndassociation.org/news_and_events/awareness_campaigns/sarahs_story/index.html
“Sarah’s Story” awareness campaign wins Mashable Open Web Award, December 16, 2009 http://mashable.com/2009/12/16/open-web-awards-2009-50-winners/
MNDA’s “Sarah’s Story” campaign wins top advertising award http://www.mndassociation.org/track.rm?id=2440&from=2007
Sarah’s Story: more than 60 cinema screenings in England & Wales, January and February 2009 http://www.mndassociation.org/news_and_events/awareness_campaigns/sarahs_story/cinema.html
Sarah Ezekiel’s first person account of her participation in the campaign. http://www.sarahsstory.org.uk/
Public Reactions to “Sarah’s Story,” August 19, 2009 http://blog.prize4life.org/2009/08/public-reactions-to-sarahs-story.html
Motor Neurone Disease, Amyotrophic lateral sclerosis (ALS) Wikipedia http://en.wikipedia.org/wiki/Motor_neurone_disease

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