M&C and PPP throw weight behind skin disease campaign

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.

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.’