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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.

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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