Families remember the moment everything changed: a diagnosis, a turning point.
From that moment, Noah’s Ark Children’s Hospice is there, offering life-affirming care, emotional support and joy for seriously unwell children and their families.
In Autumn 2025, Noah’s Ark set out to raise over £1 million during its flagship appeal, ensuring that even more families could be supported and make the most of every day. As their creative partner, we helped them reimagine the campaign to strengthen its storytelling, widen its reach and deepen its impact.
THE BACKSTORY
Noah’s Ark’s, From That Moment appeal is now in its fourth year, with a strong brand presence across North Central London. Each year, the campaign has included a moving video featuring families supported by the hospice – a powerful way to inspire empathy and drive donations.
But there was an untapped opportunity. In previous years, the core film would appear late in the campaign and as a stand alone piece, missing the chance to take supporters on a story-led journey from the start. This year, Noah’s Ark wanted to bring that human connection forward and make it the heartbeat of the appeal.
THE PROBLEM
While Noah’s Ark has an iconic brand and a loyal supporter base, previous campaigns leaned heavily on the organisation’s distinctive visuals: the red palette, high-quality photography and character illustrations. However, these illustrations didn’t always evoke the emotional response needed to inspire immediate action from the public.
The challenge was clear:
Shift the campaign from brand-led to story-led
Bring the human faces and voices of families to the forefront
Maximise the powerful video content across every touchpoint. This encompasses social media, email, out-of-home and the campaign landing pages – all creating a seamless supporter journey
THE SOLUTION
We collaborated with Noah’s Ark from the very beginning of the process, acting as their creative partner in the development and delivery of all campaign materials. We commissioned Morever, a film production agency to create a powerful campaign film which focussed on three families, selected by Noah’s Ark, speaking about the moment they received a life-changing diagnosis and how The Ark has supported them every step of the way.
Using unused footage from the film, we built a library of paid and organic social content – footage and stills, diving deeper into each family’s story. This gave the campaign a stream of emotive, story-led content that firmly established a human connection from the offset.
Visually, we moved to a photo- and video-led approach, allowing real families to take centre stage while using Noah’s Ark’s brand more subtly to unify the creative. This shift in focus allowed us to evoke empathy, drive engagement and give the campaign a distinctive look and feel.
In addition to design and creative direction, we also supported copywriting across the campaign, helping craft messaging for paid ads, emails, fundraising materials and landing pages. This ensured that every touchpoint communicated with emotional clarity, consistency and heart.
We became a creative soundboard for Noah’s Ark, providing support and strategic input at every stage. The campaign deliverables included:
Out-of-home (OOH) creative
Design and development of campaign landing pages
Copywriting across all key campaign materials
Paid and organic social content
Direct mailers and outreach materials
Email marketing
Fundraising toolkits and templates
Campaign film (produced by Morever)
Because the main film wasn’t available until late August, we seamlessly used Noah’s Ark’s existing photography library to maintain a consistent look and feel, switching to the film assets as soon as they landed in September. This ensured a cohesive story across every channel through to the campaign’s conclusion and still put the family voice at the heart of the campaign.
THE RESULTS
As Noah’s Ark’s creative partner, we helped transform their flagship campaign into a bold, story-led appeal – grounded in emotion, driven by clarity, and brought to life across every channel. From ideation and messaging through to design, digital and delivery, we worked closely with their team to create something that truly resonated.
The results speak for themselves: over £1,056,000 raised and more than 2,000 donations from individuals, corporate partners and community fundraisers – surpassing the campaign’s ambitious target.
