M&C Saatchi is joining forces with its PPP Healthcare client in a
campaign to fund research into a potentially fatal skin disease among
children.
Client and agency have combined to produce a commercial being screened
in cinemas across Britain from this week to highlight the condition
called epidermolysis bullosa - known as EB.
The little-known genetic disorder can cause a child’s skin to blister
and disintegrate at the slightest touch. Some victims fail to survive
early childhood.
The 30-second film illustrates the effect of the condition on the lives
of sufferers by showing the skin of a peach being removed by a slight
brush of the fingers. A voiceover asks viewers to ’imagine being a
parent who can’t hug their child’.
The commercial was written by Angela Jones, art directed by David
Graham-Dao and directed by Brian Griffin through Douglas & Jones.
Simon Rhodes, PPP’s group marketing director, said EB’s effects could be
reduced if resources could be found. ’The job can and will be done.
Awareness is vital and that’s what we’re starting,’ he said.
David Bendor-Samuel, an executive of the EB charity, debra, said: ’With
PPP and M&C Saatchi’s help, we hope to bring forward the day when EB
children will have the first pain-free hours of their lives.’
