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.

£13 million response. great ormond street hospital legacy letter

Yep,, I know, this work looks pretty ordinary but the response wasn't. A very simple brief brought in over £13,000 000 because we stopped, ripped up what we had first produced

and rewrote the pack devoid of any colourful creative. Just the facts. We asked the Director of Clinical Research, Professor David Goldblatt, to write a frank account of his work

and that is what we used. We’re humbled and pleased with the huge response.  Internal work in progress/mock-up/discussion/briefing piece as samples were never issued.