Every day, children across the UK wait – hoping for the call that will save their life. VML’s ‘Waiting to Live’ campaign for NHS Organ Donation set out to tell their stories through the creation of hundreds of dolls, each to represent a child on the waiting list for organ donation. The campaign aimed to shine a light on the shortage and critical need of child organ donors in the UK, holding particular personal significance to the team at VML, who initiated work on behalf of a former colleague’s 3 year-old son Ralph, who needed a multi-organ transplant.