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Press Release
Final posters signal the end of John’s Journey
21 June 2007
The final poster currently displayed in King’s Cross Underground station signals the end of the line for the Motor Neurone Disease (MND) Association's national awareness raising campaign, John’s Journey.
The campaign was launched two years ago when CBS Outdoors offered the MND Association free advertising space in London Underground stations.
Throughout the Underground large posters showed the visible and rapid physical deterioration of a person with MND. The campaign featured two posters side by side – the first showed John as a fit and healthy footballer. The second, which changed over time, showed his deterioration through new photographs of John in his wheelchair, unable to speak and finally confined to his bed. The final poster depicts the starkest image of all, John’s empty bed.
John’s wife Charlotte made her own journey down to King’s Cross Underground station this week to see John’s final poster. Charlotte was joined by MND Association President Lembit Öpik MP and Carole Fountain who lost her daughter to MND. The three decided to travel to London together to pay tribute to John and his contribution to raising awareness of the cruel, fatal disease and also mark MND Awareness Week.
Charlotte Bell said: “I am pleased the posters are going up as a final notice to commuters that my darling John has lost his fight with MND. Since John, 640 people have also lost their own fight with MND. We need to understand what causes this devastating disease. Hopefully this will do that little bit more to help raise funds to invest in finding the cure we all so long for.”
Peter Charlton, national sales director at CBS Outdoor commented: “The MND Association’s campaign has really helped build a connection and develop a relationship with tube passengers who have witnessed John’s journey. The powerful message with dramatically changing copy over time is a clever and extremely arresting way to create a message with real meaning to raise awareness of MND. We’re really pleased to be helping them in any way we can for what is such a worthy cause.”
John’s battle with MND was followed by over 70,000 people in the UK and around the world via the www.johnsjourney.org website, a TV documentary and adverts on the London Underground. John’s Journey also raised over £230,000 for the MND Association
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