To bring this unknown disease out of the shadows, we wanted to give it a face. We decided to shine a spotlight on two children living with this horrific condition.

In the :60 spot entitled ‘Asa’, we made use of the butterfly motif to highlight childhood innocence, and used lighting techniques to dramatically reveal Asa’s grim reality.

The spots were directed pro bono by Chris Groban of AtSwim. The music in the spots was donated pro bono by Marmoset.

The campaign debuted at the 17th annual Debra of America Benefit at the Guggenheim, and helped raise a record level of donations at the event. Several U.S. broadcast channels are currently airing the campaign, completely pro bono. The campaign is also featured in online advertising.