PPP Healthcare has launched an advertising campaign through M&C Saatchi to raise public awareness for the crippling and sometimes fatal condition known as epidermolysis bullosa or EB. It can cause skin to blister and disintegrate at the slightest touch and can be fatal to children. To illustrate the trauma of the disease, the ad shows the skin of a peach being removed by a brush of fingers. It uses the tag line ‘Imagine being a parent who can’t hug their child’. Simon Rhodes, group marketing director for PPP Healthcare, says: ‘This is a special project. Here is a crippling, agonising and traumatic condition whose effects could be significantly reduced if the resources can be found.’ The 30 second ads will air in cinemas from this week.