ALS is an incurable disease that causes patients to gradually lose control over their muscles as paralysis sets in. Still fully conscious, they become trapped in their own bodies. This ad resembles a regular obituary page. A closer look reveals individual obituaries written for each of the muscle groups of a single ALS patient. Julia Greene is a loving mother and wife whose life falls apart as her muscle groups fail her one by one. A reminder of the destructive nature of the disease. The advert asks readers to donate until a cure is found for people just like Julia.
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