The 90-second ad, created by WWAV Rapp Collins, asks viewers to phone to donate £3 a month. It breaks tomorrow on satellite channels, including UK History and Living TV and is the charity's first DRTV activity since January.
In one scene, we see a mother reaching in to gently stroke the tiny hand of her baby, who is in the special care baby unit and hear her voice saying: "Probably second to thinking he might die, initially not being able to pick him up was the hardest thing."
Filming at the hospital was by WWAV's Sam Beavis and John Whitehead using handheld cameras and natural light to minimise disruption, and interviewing, not scripting, the parents.
Catherine Lundy, head of donor marketing for the hospital charity, said: "The stories of hope and courage on our wards are so compelling that we all agreed that we didn't need scripts or actors. We just needed to give the people who pass through our wards a voice."
The ad was directed and edited by Beavis, and British band Athlete donated the use of their current release 'Wires' for the soundtrack.
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