It’s no good – you’ll have to put us out of our misery. What is the rather alarming photograph of in the middle of page 6? Is it animal, vegetable or mineral? I’ve phoned the AXA press office and they don’t know.
Go on – solve our problem.
GMG Endemol Entertainment
The picture was part of a campaign by PPP Healthcare (owned by AXA) and M&C Saatchi to raise awareness of and support for the fight against the crippling, traumatic and sometimes fatal condition epidermolysis bollosa, EB. The ad shows the skin of a peach being removed by the brush of fingers to illustrate the symptoms of a child suffering EB. It is intended as a graphic illustration of how the condition affects the life of sufferers – Ed.