A series of posters with built-in contactless payment technology aimed to help those who cannot be touched—without a single touch.

In December 2016, in collaboration with Citibank and Mastercard, we launched a project that was aimed at helping children who were born with epidermolysis bullosa. This incredibly rare and currently untreatable condition makes the kids’ skin so fragile that even the slightest touch causes immense pain.

Together we created a series of posters with built-in contactless payment technology. It accepts a donation of 100 roubles without a single touch, just by a wave of a bank card or any other payment device in front of the poster.

Just during the first weeks of the campaign, the amount of funds raised has increased by 144% compared with the same period last year. The campaign video, shared by most prominent public figures, singers, actors, and athletes, has gathered over 4,7 million views and has reached more than 62 million people. 

Andrew Ushakov 
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