This heartbreaking print ad ran in London's Evening Standard and Independent newspapers this week, highlighting a father's plea for awareness of his son's fatal disease. It was created by agency Archibald Ingall Stretton for Alex Smith (a friend of the agency), whose son has Duchenne Muscular Dystrophy. Smith has started Harrison's Fund to draw attention to the disease and increase research funding. In the copy, Smith says he wishes his son had cancer, because unlike with cancer, there is no treatment and no cure. He has also recorded a moving videoon the subject.