Medium and message: Motor Neuron Disease Association

A hard-hitting Motor Neurone Disease Association campaign has finished after 15 months.

The Motor Neurone Disease Association's powerful campaign charting John Bell's battle with the disease has ended following John's death.

John's Journey was launched in November 2005 as a poster campaign on the London Underground. One poster showing John when he was in his prime was on permanent display, with an adjacent poster updated at intervals to illustrate the deterioration in his health.The campaign was supported by a website, www.johnsjourney.org, where John gave regular personal accounts of his day-to-day life.

"John was on our database of supporters who said they wanted to help raise awareness, so we approached him," says Louise Carter, PR and media officer at the MNDA. "We wanted to do something hard-hitting. Everyone with MND embarks on a traumatic journey that sadly has the same destination: death."

The last poster in the campaign used the slogan "John is now too ill to be photographed". But John and his family continued to update the website, which received 65,000 hits.

The MNDA was given free advertising space and used a professional photographer but no agency.

"The personal element meant the campaign generated a lot of feedback and really engaged people," says Carter. "We recognise the importance of enabling people with MND to tell their own stories, and have already launched another campaign that will record the experiences of a group of people with the disease."

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