In the :60 spot entitled ‘Asa’, you see a little boy mesmerized by a butterfly. The room is bathed in natural light, and as the boy plays with the butterfly his story unfolds. A light shift occurs and reveals the boy’s skin condition and grim reality. As the camera focuses on different parts of his body, you learn more about the rare genetic disease and how it affects every aspect of his daily life.

Epidermolysis Bullosa (EB) affects 1 in 20,000 births. EB is a genetic connective tissue condition that makes the skin extremely fragile. It’s like being born with your largest organ, the skin, failing you. The disease also affects internal organs, often making it difficult to swallow food. Sufferers have a significantly shortened lifespan, with an average life expectancy in the 30s. There is currently no treatment for EB.