Havas Worldwide Tonic has created three short films that tell the stories of two children, Asa and Rafi, who suffer from a rare genetic disease that causes their skin to severely blister and tear.
The spots are for The Dystrophic Epidermolysis Bullosa Research Association of America (Debra), a nonprofit dedicated to fighting the disease. According to Debra, 25,000 people struggle with Epidermolysis Bullosa (EB) in the US.
The campaign, called ‘#ItWontHurtToWatch,’ aims to shine light on what Debra calls “the worst disease you’ve never heard of.”
In one video, a little boy named Asa tells viewers how in some ways, he’s just like any other kid who likes to play, smile and explore.
“But I’m not any other kid. I was born with EB. My skin is as fragile as a butterfly’s wing. So it hurts to walk, talk and even get a hug,” he tells viewers.
In another video, viewers are shown the pain and heartbreak a little girl named Rafi and her mother go through every day when it’s time to take off her bandages.
“I know mom doesn’t want to hurt me. But taking off bandages is hard,” Rafi says. Another film shows the same footage but includes the mother’s voice instead of Rafi’s as she tearfully describes how difficult it is to have a child with EB.
At the end, each film encourages viewers to make a donation to Debra “because the cost of doing nothing is too great.”
According to the agency, the campaign is slated to air on the Discovery Channel.