ABOUT

Concept: The 10 Group joined forces with one of the UK's leading children's charities, Noah's Ark Children's hospice in a bid to raise over a million pounds to support the work of specialist carers for seriously unwell babies and children.

The Moments That Matter campaign aims to highlight the crucial role that nurses and carers play in creating moments that matter for children and families, particularly throughout this challenging time.

The fundraising effort comes at a time when Noah’s Ark is facing its biggest ever challenge, experiencing an all-time peak in demand for its services and care for seriously unwell babies and children.


Execution:
Featuring real families being supported by the hospice, the film sees children, parents and staff talk about the most powerful personal moments they have experienced because of Noah’s Ark.

Reflecting on moments from the hospice enabling a father to leave his son with someone trusted for the first time in 14 years, to the NHS reaching out for the charity’s support, to a carer reading to a child that has just died whilst waiting for his parents to arrive, the poignant campaign draws reference to the “moments that make you stop, and remind you why you’re here”.

The campaign ran for 36 hours across digital and social channels

Results: Within the first 24 hours, the original fundraising target of £1.2 million had been smashed by an additional £300,000, and by the time the full 36 hours had passed, over £2 million had been raised to enable staff to continue creating these important moments for the children and families they care for.