I Wish My Son Had Cancer

This is the voice of Alex Smith, father of Harrison who has a terminal disease with a degenerative condition that will kill the boy slowly and painfully, probably before he’s 20.

Duchenne Muscular Dystrophy (DMD) is apparently far worst (and deadly) compared to cancer. There is no treatment for it. There are researchers all over the world to look into cancer, but not DMD, simply because it is a not widely known disease.

Agency Ais London was behind this idea. But it was Alex himself who went for the strongest, hardest-to-accept concept; shock. The headline cannot be missed. It enrages, defies humility and puzzles the minds of the public. The agency also has Coppafeel as its client, a cancer charity aimed to promote awareness of breast cancer amongst young women, on a pro bono basis and understands all to well how these ads will work. The truth is the hardest pill to swallow, but it grabs the attention and it speaks to the people.


The Copy:

Harrison, my 6 year old son, has Duchenne Muscular Dystrophy. He’s one of the 2,500 sufferers in the UK who’ll die from it. most before they’re 20. Unlike cancer, there’s no cure an no treatment. And because you’ve never hear of it, very little funding either. My only hope is to raise as much money as possible for the research scientists. They’re close to a breakthrough. Your $5 can get them even closer.

Help stop Duchenne for good. Text MAKE25 $5 to 70070.
Or go to harrisonsfund.com


Well done, the ad has spoken.



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