Harrison's Fund: I wish my son was a dog

This case study demonstrates how Harrison's fund, a charity that funds research into Duchenne Muscular Distrophy (DMD), generated attention and debate with one press ad.

Harrison's Fund: I wish my son was a dog

ais London

Campaign overview

Harrison is an eight-year-old boy dying from a disease called Duchenne Muscular Dystrophy (DMD), which affects around one in 3,600 boys. Harrison's Fund is a charity set up to raise money to fund the research that might buy him some time.

Up against high-profile charities with big budgets, the organisation knew it needed to raise awareness of the plight of children with DMD in an innovative way.

With one simple advert, Harrison's Fund managed to generate huge attention and debate around the world, as well as prompt...

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