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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 justa moment. Others cause you to come to a halt, rub your chin andmaybe even contemplate the message. A rare few have the ability toepoxy your gaze and cause a visceral reaction. This last responsecategory describes exactly how I reacted to the ad shownhere-a simple, stark and chilling ad created by theHuntington's 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-theprogression of the degenerative brain disorder calledHuntington's disease, an illness for which there is nocure.

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