Some videos on ALS...
http://in.youtube.com/results?
search_query=amyotrophic+lateral+sclerosis&search_type=&aq=0


The following one is heart breaking but true....

http://www.youtube. com/watch? v=g0Q4kIx95aU

Tc everyone...

G xxxx...





"Head and Shoulders Knees and Toes" Canadian PSA

The ALS Society of Canada has launched a new public service
advertising campaign created by Lowe Roche, Toronto to raise
awareness about Amyotrophic Lateral Sclerosis (ALS) and the ALS
Society's efforts to fund research towards a cure for the disease.

Created by Lowe Roche on a pro bono basis, the 60-second television
public service announcement, "Head and Shoulders" is composed of a
montage of clips, each one focusing on a man with ALS in emotionally
charged moments as his disease advances to different parts of his
body. Set to the children's song, "Head and Shoulders, Knees and
Toes", as the spot progresses, and his conditions worsen, the
cheerful singing becomes a sad whisper.

"We chose to create a spot that was musically and emotionally driven
to raise awareness for ALS," said Christina Yu, Vice President,
Creative Director, Lowe Roche.

"This song is one which everybody can relate to and we wanted to use
it unconventionally to illustrate how this disease eventually affects
every body part ALS, also known as Lou Gehrig's disease, is a rapidly
progressive and fatal neuromuscular disease that causes the
degeneration of nerve cells in the brain and spinal cord. As the
nerve cells die, people with ALS lose control of their muscles, which
makes breathing, eating and even smiling almost impossible. Eighty
per cent
of those diagnosed will die within two to five years. There is no
known cure or effective treatment of ALS.

"Lowe Roche has created a very powerful commercial that we think will
help the public better understand what ALS is all about," explains
Bobbi Greenberg, Director of Communications, ALS Society of
Canada. "We're very appreciative of their dedication to this project
and of those who donated their time and services during the
production process. We're certain that their efforts will help us
raise the funds we desperately need to proceed with research
initiatives that will ultimately help us find effective therapies and
a cure for this devastating disease