A very simple brief brought in over £13 million because we stopped, ripped up what we first produced and re wrote the pack devoid of any colourful creative brand guidelines jibber-jabber Instead we asked a director of clinical research, to write a frank account of his day to day work and this is what we used. It marked a change as we didn’t put the child at the heart of the ask but talked about the desperate behind the scenes work that goes on at the hospital. We’re humbled and so pleased with the huge response and what it means for all the sick children that need so much help at Great Ormond Street Hospital

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As a clinician myself I sometimes need to have conversations where

I tell parents in the simplest of terms that their child may not survive

David Goldblatt Professor of Clinical Research Great Ormond St Hospital