Harrison's Fund "I wish my son was a dog" by AIS London

AIS London has produced press and digital work to support Harrison's Fund, which raises money to help find a cure for Duchenne muscular dystrophy. The ads work on the notion that people prefer animals to children. To test this idea, the agency ran two executions – one featuring a dog, the other featuring a picture of Harrison, a boy who has the condition. Of the 350,757 impressions served, the dog attracted 230 clicks compared with 111 clicks for Harrison. In the press ad, the copy says: "This isn't Harrison by the way, this is a picture of a dog I found on the internet. Harrison is my eight-year-old son."