It’s been two weeks since BBDO’s advertising campaign meant to raise awareness on children’s disorders like autism, depression, bulimia and attention-deficit hyperactivity disorder started. The campaign featured ransom notes messages that read, for example: “We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives.”

The New York University Child Study Center announced on Wednesday its plans to halt the campaign, which is thought to be very aggressive and disturbing. Advocates for the disabled children declared the ads to inspire negative notes and cause the exact opposite of what it was initially created for.

“While many individuals spoke to us about the need to continue the campaign, inadvertently we offended others,” said Dr. Harold S. Koplewicz, founder and director of the Child Study Center. “The campaign succeeded in getting people’s attention and sparking dialogue, but much of the debate centered on the ads instead of the issues,” he added. “Though we meant well, we’ve come to realize that we unintentionally hurt and offended some people.”

Dr. Koplewicz said that he had received over 3,000 e-mail messages and phone calls. On one hand, a woman repotedly called him crying on the phone and saying that she wanted to thank him for the campaign, because it was exactly how she felt: alone and ashamed. On the other hand, people working with children with disabilities said that the ads made them feel like their work was in vain. “I was concerned about the focus of the debate being on the ads rather than on the children.”

However, even though the ransom-note ads will no longer be used, the campaign will not stop here. Dr. Koplewicz is collaborating with the BBDO for the next campaign on children with disabilities, which is expected to be available within the next three months.