Sarah's Story

30 January 2009 NEWS RELEASE

‘Sarah’s Story’ conveys the shocking reality of a Motor Neurone Disease diagnosis. (Also known as ALS (Amyotrophic Lateral Sclerosis) or Lou Gehrig's Disease.) The first ever UK broadcast advert created to raise awareness of motor neurone disease (MND) has been launched by the MND Association. ‘Sarah’s Story’ is the Association’s new awareness-raising campaign of the same name which will roll out during 2009. The advert is currently being shown at over 50 independent cinemas across England and Wales. The hard-hitting advert features Sarah Ezekiel who is living with MND and after whom the campaign has been named. It is intended to convey the emotional and physical impact of receiving a diagnosis of this devastating, fatal disease. The 90-second film 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, illustrating the muscle-wasting effects of MND, the actress’s head is superimposed on the body of Sarah Ezekiel. This is the first time the MND Association has produced a broadcast advert to raise awareness of this fatal, neurodegenerative disease which has relatively low recognition among the general public. Its hard-hitting style is likely to shock some audiences. The aim is to stimulate viewers’ curiosity to find out how they can help the charity fight back against MND. Sarah Ezekiel, from north-west London, was diagnosed with MND in April 2000. As the disease has progressed, she has lost the use of her limbs and the power of her speech. “I was 34 and seven months pregnant with my second child when I was diagnosed. I felt absolutely terrified. I can really identify with the film. For me it’s a true reflection of how it feels to get MND as well as reflecting the physical deterioration it has caused to my body. The film is shocking but MND is shocking. I agreed to be involved because I really feel the public needs to know about MND. I didn’t know anything about the disease when I was diagnosed and neither did my family and friends. I believe that if more people are aware of MND and its devastating effects then we will be nearer to finding a cure.” The film which has received a 15 certificate (PG-15) has been created at virtually no cost to the MND Association, with free support from within the advertising and film industries. The charity is hoping that audiences will respond positively to the campaign by supporting its work in funding research to find a cure and caring for people with MND so that they don’t have to face this devastating disease alone. Kirstine Knox, chief executive of the MND Association, says: “As an organization, we exist to fight for people with MND. We serve people with MND, we push for care and we push for research. We have a responsibility to do this and if we’re not going to do this, then who will? We need to tell the world about MND and 'Sarah’s Story' helps us to do this.” “With Sarah’s Story we didn’t set out to shock,” explains Donna Cresswell, director of communications at the MND Association.“The bottom line is that the progression of MND is shocking and we are bringing this truth in front of people who have no or little knowledge of this dreadful disease. We know that for many of our audience MND is outside their world but for some people it’s a reality.” You can watch the ALS/MND advertisement here: http://www.sarahsstory.org.uk/ For further information and for the making of the film, please visit: http://www.mndassociation.org/