Home News and Events Awareness Campaigns Sarah’s Story (2009)

Sarah’s Story (2009)

Sarah's story

Sarah’s Story was our 2009 Awareness Week campaign to raise awareness of MND. It featured Sarah Ezekiel who is living with MND and after whom our campaign has been named.

As part of the campaign we created a 90-second film directed by Jim Weedon 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 was the first ever UK broadcast advert created to raise awareness of MND and the work of the MND Association. It was 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.

Sarah's Story poster

Sarah’s Story was promoted on national billboard space and this was our first awareness campaign developed with MND Scotland.
Click the image above to enlarge.

Awards

Third Sector Excellence Awards 2010

Third sector award 2010 finalist banner‘Sarah’s Story’ has been named as a finalist in the best ‘communications campaign’ category at the Third Sector Excellence Awards 2010.

Mashable Open Web Award

Sarah’s Story was announced as the best ‘Social media ad campaign’ in Mashable’s Third Annual Open Web Awards.

BTA Craft Awards 2009

Sarah’s Story won ‘Best Crafted Commercial 2009’ at the BTA Craft Awards in London.

Awareness Week 2009

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