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ASA backs MND Association over advert

ASA backs MND Association over advert
12th June 2009

The Advertising Standards Authority (ASA) has backed the Motor Neurone Disease (MND) Association after complaints were levelled at a campaign by distressed viewers.

A 90-second advert entitled Sarah's Story hit cinemas between January and February, causing five complaints to be lodged due to its stark and hard-hitting nature.

The advert was rated a 15 and featured Sarah Ezekiel, a sufferer of motor neurone disease, who conveyed the emotional and physical impact of the "devastating, fatal disease", the MND Association explained.

Donna Cresswell, the director of communications at the charity, said of the decision: "We set out to raise awareness of just how devastating this disease is. The film achieves this in a compelling and truthful way.

"We didn't set out to shock but telling the truth about MND is shocking because the facts about MND are shocking."

The MND Association was founded in 1979 and now has over 1,500 volunteers and 120 paid staff.

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