Sarah's Story given 'one final push' at cinemas

The first-ever UK advert created by the Motor Neurone Disease (MND) Association to raise awareness of the neurological condition is to return to cinemas for a four-week run.

Sarah's Story, the controversial 90-second advert, features Sarah Ezekiel, a woman who was diagnosed with MND nine years ago, being thrown around a room in order to represent the emotional and physical impact of receiving an MND diagnosis.

The campaign was first broadcast in cinemas in January 2009 and before it is discontinued, the MND Association is hoping for "one final push of awareness-raising activity" across more than 50 cinemas in major towns and cities across England and Wales.

It has a 15 certificate as deemed by the British Board of Film Classification, meaning Sarah's Story will be shown with 15 and 18 certificate films.

Sarah's Story was shortlisted in November for the best social media ad campaign in Mashable's Third Annual Open Web Awards, with the campaign winning the gong in late December.

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