A print ad that declares “I wish my son had cancer,” has sparked debate about what is and what is not a suitable tone and sentiment in charity advertising.

The ad is for Harrison’s Fund—a charity set up by the parents of Harrison, a 6-year-old boy with the degenerative condition Duchenne muscular dystrophy, which is incurable, barely known outside medical circles, and receives little research funding. Here’s the full ad, and the rest of the story