Mugged in Soho by MND
Posted: 27 February, 2009 by admin
“Text cloud” for this post below, created by www.wordle.net
Last week I went to the Curzon Soho to see Sarah’s Story, an awareness raising cinema advert produced for the MND Association. It runs for 90 seconds. Believe me, you don’t want it to be longer; your awareness couldn’t take any more raising at this intensity in one sitting. Brilliantly conceived and executed using full-on cinematic effects, Sarah’s Story graphically – and viscerally – conveys what it is like to be mugged by an unseen assailant who progressively assaults and steals your normal functions leaving your mind trapped in a malfunctioning body. In this case the “mugger” is motor neurone disease (MND).
In 2007 the MND Association did the poster campaign on the Underground “John’s Journey” which attracted complaints to the ASA, but lots of good publicity for their cause. I wouldn’t be surprised if the same thing happens this time, only more so. When you are trying to get over what it means to be assaulted by a devastating neurodegenerative disease, pulling your punches does no good. So full marks to everyone on the MND Association team who delivered this result and got it all donated, probably about £1m in production resources.
Sarah’s Story will upset many, including probably some people with MND. But that is unavoidable and part of what it has to do to get its message over. Sarah Ezekiel – the real life Sarah whose story it dramatises – spoke very movingly after the screening about her motivation to participate in the filming and production process. Using automated speech of course she said,
I’m so pleased that I was able to take part in ‘Sarah’s Story’. I think the advert is shocking and disturbing and reflects the devastation that MND causes. I hope that it will raise more awareness and we will be nearer to finding a cure.”
Here’s something else I find shocking – Sarah’s Story has a “15 certificate” for cinema release. Younger British filmgoers don’t need protecting from the truth of what it is really like to have a devastating illness, do they? Perhaps the British Board of Film Classification would like to explain just who they think they are protecting and from what by slapping on this restriction? Of course having MND is horrible: that’s just the point!
As well as the microsite with the advert and stills from the filming, if you are into the techno side of modern film-making, then spend 13 minutes to watch the “making of Sarah’s Story” for a behind the scenes look at how this got from concept to screen. Then you will appreciate where all the talent and money goes to make 90 high-impact seconds on the big screen. You won’t forget it easily. Nor should you.
Mugged by MND developments – read on
Motor Neurone Disease Association advert cleared after complaints By Sarah Townsend, Third Sector Online, 10 June 2009
ASA rejects claims that campaign was ‘offensive and distressing’
The Advertising Standards Authority has rejected complaints that a cinema advert by the Motor Neurone Disease Association was “offensive and distressing”.
The advert, called Sarah’s Story, shows a woman entering a room and being flung against a column before collapsing to the floor.
She is then pulled towards a wheelchair while her body contorts. Her clothes are pulled off and she is dragged across the floor. A voiceover says: “Now you know how it feels to get motor neurone disease. Help us fight back.”
Five complainants said the advert was distressing and offensive, and that it was inappropriate that it had been given clearance to be shown before films rated 15.
However, the association argued that the advert was created to help people understand the effects of the disease and the loss of dignity it entailed.
In its defence, the charity produced statements from a consultant anaesthetist living with the disease and from Sarah Ezekiel, the woman whose body is featured in the film. Both said the advert was an accurate depiction of the reality of MND.
The Cinema Advertising Association, which gave the film the 15 rating, said the advert was “justified given the nature of its message and the rating applied”.
The ASA acknowledged that some viewers might find the advert distressing, but concluded that it was justified because it raised awareness of the physical and emotional effects of the disease.
Donna Cresswell, director of communications at the MND Association, said: “We set out to raise awareness of just how devastating the disease is. We didn’t set out to shock, but telling the truth about motor neurone disease is shocking because the facts are shocking. I am delighted the ASA understood our honest approach.”