Awareness Campaign Epidermolysis Bullosa for Debra Russia
Due to the extremely low public awareness of EPIDERMOLYSIS BULLOSA (EB) in Russia, every year a shocking number of newborns suffer and even die from the disease. Even most of the doctors and nurses in hospitals are hardly aware of this rare genetic condition. As a result newborns and toddlers are being wrongly treated, minimising their chances to survive.
As EB has very vivid visual symptoms – the skin is as vulnerable as butterfly wings – we chose to focus on this. We created a series of TVC's with routine, everyday items and actions such as "Tights", "Chewing Gum Bubbles" and "Turtleneck Jumpers", adding fear-inducing sound design and an unexpected twist. They helped to attract attention to the problem, to raise awareness of EB and supplied the contact to the Debra Foundation.
As EB has very vivid visual symptoms – the skin is as vulnerable as butterfly wings – we chose to focus on this. We created a series of TVC's with routine, everyday items and actions such as "Tights", "Chewing Gum Bubbles" and "Turtleneck Jumpers", adding fear-inducing sound design and an unexpected twist. They helped to attract attention to the problem, to raise awareness of EB and supplied the contact to the Debra Foundation.
Tights
Chewing gum
Turtleneck
Client: Debra Russia (Deti Bela)
Agency: Leo Burnett
CD: Mikhail Kudashkin
Art director: Maria Julius
Copywriter: Anastasia Vygon
