NHS Campaign Tells Poignant Story of UK Children in Urgent Need of Organ Donation

NHS Blood and Transplant has released ‘Waiting to Live’, a pro-bono campaign from Wunderman Thompson UK with music from Sonicbrand, aiming to encourage families and their children to consider organ donation.

The film raises awareness of the more than 230 children in the UK waiting for an organ transplant. Represented by dolls, we watch them sitting patiently in hospital while we learn about their stories - and the length of time they’ve been waiting for the donation they desperately need.

Working closely with NHS Organ Donation, Wunderman Thompson UK served Sonicbrand the brief to source and licence a music track to use across the TV, VOD, and cinema ads. 

The sonic branding agency first looked into several well-known tracks; however, given the sensitivity of the subject matter, the team eventually opted to create something tailor-made to ensure it would be appropriate, knowing that the lyrics and tone of the music would be integral to the campaign. Moved by the stories spotlighted in the campaign, music supervisor Chloe Bruce-Gardyne wrote the heartfelt track which was unanimously voted for by both agency and brand, also performing it in the final film.

Chloe Bruce-Gardyne, music supervisor and composer at Sonicbrand, comments: “I was so touched by the stories of the children and their families, and was struck by how they differed to the carefree childhood I was lucky enough to have. It’s easy to take that for granted until we’re faced with these realities. I would hate to pretend that I know what it feels like to be a child or parent in these situations, as I cannot begin to imagine how hard it must be. My only hope is that with this song we have been able to help convey the message of the campaign. Music has a way of helping to make people sit up and listen, and hopefully we have encouraged that in some way.''

NHS Blood and Transplant ‘Waiting to Live’ airs across TV, VOD, cinema, DOOH, and editorial.