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Background

Amyotrophic lateral sclerosis (ALS) is often referred to as ‘Lou Gehrig's disease’, after the baseball player who suffered from it. It is a progressive illness that affects nerve cells in the brain and the spinal cord. To raise money, The ALS Association of Greater New York holds a benefit dinner each year called the Lou Gehrig Sports Awards. The task was to place an ad within the programmes that would encourage guests to donate.