# Disturbing Illness Awareness Sarah's Story for Motor Neurone Disease Campaign By Elsa Blaine | Published 2009-02-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sarahs-story-motor-neurone-disease-association References: [advertolog](http://www.advertolog.com/paedia/reels/2009/02/25/541042/) & [mndassociation.org](http://www.mndassociation.org/life_with_mnd/experiences_of_mnd/sarah.html) This [distressing ad campaign](https://www.trendhunter.com/trends/this-is-not-a-home) was created to bring attention to motor neurone disease. ‘Sarah’s Story’ is a 90 minute film documentary by the MND Association and was shown in 60 theatres across England and Wales in January and February 2009 to promote [awareness of the disease](https://www.trendhunter.com/trends/change-the-course). This clip is part of the story of Sarah Ezekiel who was suddenly afflicted with MND at age 34 and pregnant with her second child. Read her [touching story](https://www.trendhunter.com/trends/my-friend-max-hate) below on the MND Association site. The video is poignant and heartbreaking as is a portrayal of the real life story of Sarah Ezekiel. Any attention to the motor neurone disease cause that this ad draws is well deserving. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 36% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Distressing Illness Awareness:** Creating impactful campaigns that raise awareness of distressing illnesses and their effects on individuals. - **Film Documentaries for Awareness:** Using film documentaries as a powerful tool to educate and engage audiences about particular diseases and illnesses. - **Emotional Storytelling for Disease Awareness:** Harnessing the power of emotional storytelling to generate empathy and understanding for individuals affected by diseases like motor neurone disease. ### Industries Being Reshaped - **Healthcare:** Opportunity for healthcare organizations to implement impactful awareness campaigns and storytelling techniques to educate the public about various diseases. - **Film and Entertainment:** Disruptive innovation opportunity for the film and entertainment industry to collaborate with healthcare organizations in creating documentaries and films that raise awareness about illnesses. - **Non-profit and Social Causes:** Non-profit organizations can leverage emotional storytelling and impactful campaigns to raise awareness, funds, and support for different causes related to illnesses. ## Related on Trend Hunter - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md) - [Rare Disorder Awareness Campaigns](https://www.trendhunter.com/trends/rare-neuroimmune-association.md) - [Sibling Caregiver Campagins](https://www.trendhunter.com/trends/care-instructions.md) - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md) - [Disability Awareness Campaigns](https://www.trendhunter.com/trends/thats-my-easterseals.md) - [Empowering Short Films](https://www.trendhunter.com/trends/no-decision-without-us.md) - [Mental Health Awareness Campaigns](https://www.trendhunter.com/trends/itv.md) - [Distracted Driving Awareness Videos](https://www.trendhunter.com/trends/project-yellow-lights-love-story.md) - [Down Syndrome Awareness Campaigns](https://www.trendhunter.com/trends/powerful-national-awareness-campaign.md)