Sarah's Story is our new campaign to raise awareness of MND. It features Sarah Ezekiel who is living with MND and after whom our campaign has been named.
As part of the campaign we have created a 90-second film which is intended to convey the emotional impact of receiving a diagnosis of MND. It tells the story of a young woman who is suddenly 'attacked' by MND. An actress plays the part of Sarah and as her body deteriorates the actress's head is superimposed on the body of Sarah Ezekiel.
This is the first ever UK broadcast advert created to raise awareness of MND and the work of the MND Association. It is currently being shown at cinemas across England and Wales.
Sarah's Story, a 90-second film, has been given a 15 certificate. It shows the emotional and physical impact of a diagnosis of MND and some may find it unsettling, even shocking, to watch. "I think the film is shocking and disturbing. But MND is a terrible illness so I believe the film is an appropriate representation."
Sarah's Story is finalist in Third Sector Excellence Awards 2010
‘Sarah’s Story’ has been named as a finalist in the best 'communications campaign' category at the Third Sector Excellence Awards 2010.
Inspired by ‘Sarah’s Story’, the UK’s first ever broadcast advert created to raise awareness of motor neurone disease (MND), artist Aldo Balding has painted the portrait of Sarah Ezekiel, the real Sarah behind the 90-second advert.
Sarah's Story has been announced as the best 'Social media ad campaign' in Mashable's Third Annual Open Web Awards.
Sarah's Story has been shortlisted in the best 'Social media ad campaign' category for this year's Mashable Open Web Awards. Find out how you can vote. Voting closes on 13 December 2009.
Sarah’s Story” has won “Best Crafted Commercial 2009” at the BTA Craft Awards in London.
Sarah Ezekiel and Donna Cresswell, director of communications at the MND Association, discuss Sarah Story's on the BBC Radio 4 programme, You and Yours.
Listen to the clip here. It starts at 2 minutes 29 seconds and finishes at 12 minutes 47 seconds.
The MND Association's director of communications, Donna Cresswell, talks about Sarah's Story on More 4 News. Watch the clip here.
Former chief inspector of schools, Chris Woodhead, has slammed the decision by TV watchdog Clearcast to ban Sarah's Story from TV. Mr Woodhead is living with MND.
Sarah's Story is being promoted on national billboard space for two weeks starting 15 June 2009.
The Advertising Standards Authority (ASA) has rejected complaints against Sarah's Story, stating that the hard-hitting advert is suitable to be shown before 15 rated films and the content is justified given the nature of the message.