Noah’s Ark Children’s Hospice helps young people, children and babies facing life-threatening conditions to enjoy life as much as possible, as well as supporting those who die young to do so comfortably.
We’ve worked on Noah’s Ark’s 36-hour campaign for the last three years. It is the charity’s largest fundraising initiative in the year, during which a large proportion of donations are doubled. The campaign is pivotal in enabling Noah’s Ark to continue delivering its important work.
Our challenge was to create a campaign with impact, which would connect with people, touch them on an emotional level and encourage them to donate. We also felt strongly that it had to give justice to the stories and lives of Noah’s Ark’s families in a powerful yet sensitive way. The film had to feel relevant but also have longevity, so that the charity could use it over an extended period of time.
in 36 hours
quote tweets including Boy George, Jamie Carragher and Tamzin Outhwaite
retweets of Tottenham Hotspur’s post linking to the Noah’s Ark fundraiser
The creative centred around the idea of a family photoshoot. We managed to secure world-renowned photographer Rankin, an old friend of The Ark, to capture the families. Involving Rankin within this campaign was an incredible win: from the moments he captured of the families to the engagement he had with the children, he helped drive a staggering amount of attention to the charity’s important work.
The concept title, ‘From That Moment’, is packed with so many different meanings. But many of the families who are supported by Noah’s Ark interpreted the title to mean the moment they first understood that their child was unwell.
Together, our production team, Noah’s Ark and Rankin produced a campaign that not only connected with our audience and drove excellent engagement on social media (including with celebrities and influencers), but also inspired people to donate a total of over a million pounds.
The campaign helped raise £1.28m for The Ark. Social media engagement from the likes of Rankin, Boy George and the charity’s partner, Tottenham Hotspur Football Club, catapulted the campaign to viral status and generated more widespread awareness of the charity.