What is the campaign that has attracted a complaint?
The John's Journey poster campaign depicts the deterioration of John Bell, who is 31 and has motor neurone disease. The posters are on platforms at Euston and King's Cross stations in London. In one picture, John is healthy and carrying a football trophy; the second poster shows him getting increasingly sick.
The campaign has been running since October and will continue until March, with a new poster every six weeks to show the development of the disease.
The idea is that people who get the same train every day will see his decline. The design, photography and advertising space was free - we couldn't have done it otherwise.
What was the nature of the complaint?
A member of the public complained to the Advertising Standards Authority, saying it was "unnecessary, shocking and lacking in human empathy". But the ASA decided there was no case to answer and no need to investigate.
What are you trying to achieve through the campaign?
Our policy is not to deliberately shock people like some charities do, but motor neurone disease is shocking. We appreciate that people might be sensitive about the posters, so it was not a massive surprise when a complaint was made - but we were confident we would be able to defend ourselves. The next picture of John will be even more hard-hitting, but we want to convey how rapidly the disease affects people.
What feedback have you had?
We have set up a website explaining John's story, on which he posts regular updates, and there's a video clip people can watch. A lot of people have put up messages, including the actor Jude Law. More than 7,000 people have visited it and many keep coming back. It's a very moving story as John started his family after he was diagnosed and has two young children.