At Don’t Panic, we know that the most powerful stories don’t come from scripts - they come from real voices. That’s why, for our latest campaign with Great Ormond Street Hospital Children’s Charity (GOSH Charity), we created The Job Description.
In this new film, the job isn’t for a doctor, nurse, or researcher. Instead, we asked GOSH patients themselves to set out what makes someone truly special, and the answers are as funny, surprising, and moving as you’d expect.
They’d make me better.
From loving diamond art and Rubik's Cubes, to being kind, playful, and always there when needed, the children describe the qualities that make a difference in their world. And then comes the turn: this isn’t just a job description for a carer or doctor. It’s for you.
Why we made The Job Description
Every day, around 750 seriously ill children from across the UK are treated at Great Ormond Street Hospital. It’s a place of groundbreaking research, extraordinary care, and life-saving treatment. But much of this depends on charitable support, and legacies already account for a third of GOSH Charity’s fundraising income.
Our brief was simple but ambitious:
- Inspire audiences to leave a gift in their Will to GOSH Charity
- Make the legacy message memorable, positive and life-affirming, not sombre
- Use real patients and families, never actors
- Deliver a film that could stand the test of time, running for 3-5 years across TV and digital
Working closely with GOSH, our aim was to create a campaign that reframes legacy giving. Not as something abstract or distant, but as something simple, human and full of life. By letting the children themselves write The Job Description, the film highlights that the qualities needed aren’t superhuman. They’re qualities we can all share: kindness, generosity, care.
Our approach
To capture the children authentically, we adopted a documentary-style production. We worked with GOSH’s content and family liaison teams to ensure every shoot was sensitive to each child’s energy, health and comfort. Each child brought their own humour and honesty, shaping a “job spec” for what it means to be truly special.
That job spec is, in fact, a call to action: to leave a legacy that ensures more children survive, thrive, and enjoy the childhoods they deserve.
- Casting: Six young “heroes” aged 3–10, all real GOSH patients with their own remarkable stories.
- Filming: Short, gentle sessions in hospital playrooms, wards, and family spaces, with the children in control of the process.
- Structure: Their answers were unscripted. Our role was to guide with light questions and let the children shape the story.
The outcome
The finished 60” spot is designed for broadcast and online, supported by cut-downs and social executions. It reframes legacy giving as:
- Life, not loss - a way to protect the innocence of childhood
- Universal - grounded in qualities everyone can relate to
- Empowering - positioning legators not as donors, but as people playing a vital role in children’s futures
Why it works
By letting children define what makes someone special, we built a film that is disarming, funny, emotional and impossible to ignore. It lands the legacy message in a fresh way: leaving a gift in your Will isn’t abstract or morbid, it’s simply about being the kind of person children already look up to.
The Job Description is now live, and we’re proud to have partnered with GOSH Charity to bring it to life. Legacy giving is about life, not loss. It’s about protecting childhood and ensuring a future where no child’s story is cut short by illness.
To find out more, search GOSH Legacy for your free Gifts in Wills guide.