Great Ormond Street Hospital cares for some of the sickest children in the UK – they stop at nothing in helping to give seriously ill children the best childhood possible. To raise awareness of a new cancer centre and encourage donations, the print execution emotionally tells the story of Emmeline, who, at only 14-weeks old, was diagnosed with cancer and given just months to live. But thanks to the dedication of the staff at Great Ormond Street Hospital, Emmeline beat the odds. Emmeline was in Great Ormond Street Hospital after being diagnosed with a rare cancer; she was given only months to live, but was placed on an intense treatment. At her diagnosis, her parents set a milestone of making it to Christmas. As with many families facing a terminally ill child, Great Ormond Street Hospital helped them make it past each milestone. The print ad powerfully conveys the deeply personal narrative of the parents’ emotional toll, using evocative imagery that resonated across the entire campaign.