The first ever UK broadcast advert that was created to raise awareness of motor neurone disease (MND) has won a major award in the capital.
At the BTA Craft Awards in London, the Best Crafted Commercial 2009 gong went to the MND Association for its commitment to showing Sarah Ezekiel, a woman diagnosed with the condition nine years ago at the age of 34, being suddenly "attacked" by the disease.
Chief executive of the MND Association Dr Kirstine Knox said the award was a "fantastic achievement" and showed that both the talent and commitment of everyone involved in the creation of the piece has been "incredible".
She continued: "Sarah's Story is an honest and therefore hard-hitting representation of MND. It's helping us to raise awareness of the reality of MND to people whose lives, fortunately, have not been touched by this cruel disease."
In the UK, at least five people die every day from MND, with life expectancy for most people with MND being between two and five years.