Publicis peels back the effects of EB

National charity, DEBRA, believes that the rare genetic skin condition, EB (Epidermolysis Bullosa), isn't rare enough and has consulted Publicis London to come up with an educational digital campaign to highlight the alarming physical effects.

With 5,000 UK residents suffering severe blistering at the slightest knock or rub, the charity intends to spread awareness of the physical and emotional complications associated with this condition.

For this year’s EB awareness week (25-31 Oct.), Publicis London have created an interactive App for distribution through social media in Debra’s first digital campaign. The ‘Peel Here’ concept is simple and elegant, yet the execution is shocking and has a lingering emotional resonance.

The App featured on DEBRA’s Facebook page is static looping video of a young boy sitting in visual discomfort. A peel Icon hovers over the boy asking, “Want to know what it’s like to be the parent of a child with EB?”

When users interact with the digital object they are confronted with the harsh reality of the skin condition. This powerful image is accompanied by text and the young boy’s voice to briefly describe the complications of EB. Even though the video is a simple tableau and the interaction is only one movement, it allows the stark reality of the condition to speak for itself.

After revealing the hard truth of EB, the App asks users to donate to research, share the message, or find out more. By doing so it not only builds awareness in online communities, but also builds a bridge between them and the real life stories at DEBRA’s website. Thus, people can gain a greater knowledge about living with the condition and access ways to lend their support.