It started with 233 children, all of whom were Waiting to Live.
But with only 41 child organ donors in the UK, the odds were against them. A campaign was born, where 233 handmade dolls were placed in waiting rooms across the UK, each one representing the 233 children and their stories, and a film was created to be played out across the country.
Original Composition and Performance
Client: NHS
Agency: VML UK
The story…
I was originally brought into this campaign as a music supervisor to license an existing piece of music for the campaign TVC. However, I was so moved by the stories of the children involved that I ended up writing something one evening back home in my studio. Long story short, the agency and NHS clients heard the track and asked to use it soundtrack the campaign.
It’s been absolutely incredible to see the success of the campaign for these children, with the videos reaching over 1.5 billion people and resulting in a 101% uplift in under 18 donor registrations.
The campaign also had huge success for its creators, with wins at The Clios, The British Arrows, Cannes Lions along with many other awards and nominations both internationally. The music also won silver in Original Composition at the Clios and was shortlisted at both The Kinsale Sharks and The Young Arrows.