your concept was effective because you were aiming the leaflet to adults who would then worry about the future of their children and other parents could relate to how it would feel for a child to go through something so bad.
your leaflet was good because you had a lot of info and it looked professional.
your TV ad was also good but i think that your idea of having a child watch their mum die could be disturbing to some people,(otherwise it was good.)
overall we think the pitch should be chosen because it raised awareness of leukaemia and it makes people guilty that they have the money to help save some lives. you needed to use some more persuasive language