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The Writing's on the Wall

Change is inevitable. And, if you do it right, your ad's persuasive impact on the viewer will be, too.

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This story appears in the August 2002 issue of Entrepreneur. Subscribe »

Some ads have the uniqueness to stop you in your tracks for just a moment. Others cause you to come to a halt, rub your chin and maybe even contemplate the message. A rare few have the ability to epoxy your gaze and cause a visceral reaction. This last response category describes exactly how I reacted to the ad shown here-a simple, stark and chilling ad created by the Huntington's Disease Society of America (HDSA).

What the HDSA has done is force the reader, in riveting fashion, to read about-and at the same time, observe-the progression of the degenerative brain disorder called Huntington's disease, an illness for which there is no cure.

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