Epidermolysis Bullosa, known as EB, is the name of a group of genetic disorders causing blistering and shearing of the skin from even the gentlest friction. The youngest sufferers are called butterfly children because their skin is as fragile as a butterfly's wing. A life with this disease is extremely painful. Without stigmatizing all relevant people by using repulsive images, the campaign shows, in a very subtle way, how life feels to butterfly children. The main objective of the campain is to create awareness for EB and generate donations.