Advertising watchdog rules in favour of charity over hard-hitting ad campaign

A powerful advertising campaign showing a terminally-ill man’s decline with Motor Neurone Disease has been successfully defended by the MND Association.

The John’s Journey campaign uses photos of John Bell, a 31-year-old father of two, in a series of posters showing the change in his physical condition from a healthy amateur footballer of 27, to a man in a wheelchair, unable to move or talk.

The campaign is intended to raise awareness of MND, which kills three people every day in the UK. There are 5,000 people with the disease in the UK, but little understanding amongst the general public of the speed of the disease’s progression, or the fact that it is fatal, with no cure.

A member of the public who had seen the posters at King’s Cross underground station in London had complained to the Advertising Standards Authority that the ads were distasteful, unnecessary, offensive and exploitative of John Bell and all others with the disease.

However, the ASA this week ruled that there was no case for the MND Association to answer.

In a letter to the Association, the ASA said: “In the context of a campaign to highlight the potential effects of a serious disease, the Council decided that the posters were unlikely to cause serious or widespread offence or undue distress, or be seen to exploit John Bell or other sufferers of Motor Neurone Disease.”

Richard Green, Director of Communications at the MND Association, said: “I’m pleased that the ASA has understood that the campaign is not intended to offend or cause distress. The aim however is to convey the uncomfortable reality of this devastating condition.

“John volunteered willingly to be the ‘face’ of this campaign, and we are extremely grateful for his brave and unique contribution to the Association’s drive to raise the profile of MND.”

The campaign runs at King’s Cross and Euston underground stations until March 2006. To view the posters and send a message to John Bell, visit www.johnsjourney.org.