Noah’s Ark Children’s Hospice has unveiled it’s new, hard-hitting campaign to get Londoners on board to help raise the funds to complete their new state of the art building due to open March 2019. Here they explain the rationale.
At the heart of the idea were three essential things we had to communicate in just a few words and a single image. Need, Community and Children’s Hospice.
Need is the emotional pull of our story. Without a new children’s hospice building, we can’t help anything like the number of children and families we need to, who are literally crying out for help.
Community is why we should donate. As Londoners and North Londoners the children and families we need to support are people who live in our town, in our street. They could be our friends, our neighbours, or even us.
‘London’s crying out for a new children’s hospice’ tells us everything we need to know. The single image of a child crying emphasises the hospice is for children and they desperately need it. As the campaign progresses we will use images of other people: fathers, mothers, brothers and sisters that are also crying out for the hospice to be built. They bring scale and momentum to our cause.
Jon Canning, who donated his 40 years of advertising industry experience for free to help shape the campaign message, explains the concept in the accompanying Tears film. Jon says: “Everyone knows the story of the biblical Ark and how it provided shelter and comfort when the rain came.
In our film, the rain represents the tears of our children and families. By building The Ark, we’re able to stem their tears and bring hope. We’re able to demonstrate visually how we can help and why we need the public’s support”. Watch the new Tears film by visiting: www.noahsarkhospice.org.uk
Text NACH10 £10 to 70070 to donate £10 – Help us build The Ark