Original Title: Помоги, не касаясь
Original Client Name: Дети Бэла, Ситибанк, Mastercard
Marketing Director: Lyudmila Urbanovich
Agency: Publicis Russia
Executive Creative Director: Andrey Ushakov
Copywriter: Sergey Shabrov
Art Director: Vitaliy Ryinskiy
Technical Production: Uniteller
Film Production: Ceremony
Print House: Fotolab
Photographer: Dmitry Ageev
Published: April 2017
Citi and Mastercard are global financial institutions that use technologies to impact the way people interact with banking systems. But they are looking to do even more: to use those technologies to actually impact human lives. Epidermolysis bullosa is a genetic disease that occurs once per 100,000 births. 4,000 children in Russia were born with this untreatable condition. They are called “the butterfly children” because their skin is so fragile that every touch causes pain and damage, leaving them impaired for life. The problem is, Russian public is practically unaware of this disease. Citi, Mastercard together with the agency had to solve two tasks: increase awareness of epidermolysis bullosa and gather donations to BELA Fund. But the disease is so rare and unrelatable, and the media space is so densely saturated with various charities’ asking for support that it is difficult to find a way to capture TA’s interest. So the agency decided to talk about something they can understand: a life without human touch that kids with epidermolysis bullosa have to endure. The team wanted to turn the “no touch” concept upside down: from a stigma to a great way to help. Without a single touch.“The Untouchables” is a series of custom-made posters with built-in equipment for contactless payment. Just by waving a bank card or any other contactless payment device in front of the poster, a person could make an instant donation to BELA Fund.
Imagine living a childhood without possibility of running with friends, playing ball in the yard, or even a mother’s embrace. As hard as it is to picture, this is the life of little Nastya, Max and 4,000 other kids all over Russia. They are called “the butterfly children” — those who were born with a rare genetic condition epidermolysis bullosa that occurs once in every 100,000 births. Their skin is so fragile that even the slightest touch causes pain and great damage.
However, now with the help of latest banking technologies, people can help the butterfly children without a single touch.
In December 2016, Citi and Mastercard launched an initiative — “The Untouchables” — with the aim to help BELA Fund raise donations to improve the lives of little patients all over the country. Even though currently there is no cure for epidermolysis bullosa, there are still ways to support butterfly children and their families in the lifelong endeavour that is living with this difficult diagnosis.
To this end, a series of customized posters with built-in technology of contactless payment has been created. A person can make an instant donation in the amount of 100 Rubles by simply waving a bank card or any other payment device in front of the poster. No touch required.
The posters can be found in the most popular 50 places around Moscow and St. Petersburg — restaurants, hotels, shopping malls — as well as in all Citibank branches in these cities.