Noah's Ark Children's Hospice
From That Moment
A campaign film to drive a £1 million fundraising appeal for families facing every parent's worst fear.
The brief
It's the moment every parent dreads - a diagnosis that confirms their worst fears and changes everything. The moment that marks the beginning of an unimaginable journey with a seriously unwell child.
Noah's Ark Children's Hospice understands this moment intimately. It provides compassionate care, understanding, and support that wraps around the whole family, helping children live as fully as possible while fighting for them every step of the way.
The hospice has over £7 million in annual operating costs, of which 75% has to be secured through donations and fundraising campaigns.
In 2025, its flagship fundraising appeal: From That Moment, was returning for its fourth year with an ambitious target: to raise over £1 million in just six weeks. The appeal features a unique matched funding mechanism - a pre-raised £500,000 "backers pot" from major donors and corporates that would come into play to double every donation made by individuals during the campaign.
The campaign has included hero films before, but this time the Noah's Ark team wanted to elevate the approach. MOREVER was drafted in, to work alongside brand and strategy partners NuCreative.
Our goal was to create a crucial campaign asset, the hero film which would be the lynchpin of the entire campaign, and will be used in broader fundraising efforts. We would also need to capture extensive additional content, building a bank of material for NuCreative to use as part of a seamless wider campaign including paid and organic social media. The campaign will also include outreach OOH advertising on buses and billboards around the hospice and direct mail.
The challenge was to create a fundraising tool that seamlessly integrates with the campaign's established style, building upon the momentum already achieved. It needed to forge a powerful connection with the audience, giving them the understanding of what it’s like to be a parent in this situation, and allowing them to see the importance of the hospice’s work to its North London community.
The approach
After reviewing our initial concepts, Noah’s Ark selected the "From That Moment To This One" approach, feeling it would be the most natural evolution from their previous appeals. It centred on the campaign's core hook - that pivotal moment of diagnosis - showcasing how Noah's Ark transforms the journey that follows. Its two-part structure transitions from the rawness of diagnosis to ‘how things are now’, illustrating how the hospice’s support has positively transformed each family's journey.
We featured three families whose lives have been touched by Noah’s Ark in different ways, including one family who had experienced bereavement. Each family recounts their experience of receiving that life-changing diagnosis. By placing audiences directly into those pivotal moments, we help them to empathise with how it feels to go through that life-changing moment.
We also wanted to challenge preconceptions of hospice care - many people find hospices daunting, but our contributors revealed the truth: Noah's Ark is not what they expected - it's warm, joyful, and fundamentally about life, not death.
Production required exceptional sensitivity. We conducted prep calls with each family to explain the process and hear their background stories. Our in-depth knowledge of working with contributors who’ve navigated devastating experiences allowed us to create an environment where the families were comfortable to recount difficult experiences and share the moments of joy. They were able to speak about who their children are as people, and the memories they’ve created together thanks to Noah’s Ark.
We filmed over two days at Noah's Ark's main hospice building, The Ark, and in its e-center, choosing the latter's quieter environment for family interviews. Our carefully thought out visual approach was deliberately pared back - simple grey backdrops and minimal aesthetics allow emotion to sit uncluttered. This footage was woven together with B-roll shot within the hospice grounds and alongside the perspective of Jo, the Noah’s Ark’s Family Team Link Manager.
The result
The resulting film successfully captures the emotional journey from diagnosis to hope, creating a powerful fundraising tool that builds on Noah's Ark's established campaign momentum while elevating its storytelling capability.
By focusing on real families and authentic experiences, we created content that helps audiences overcome preconceptions about hospice care while demonstrating the transformative impact of Noah's Ark's support. The film provides the authentic, emotionally resonant tool needed to drive their ambitious £1 million fundraising target.
Output
- 1 x hero campaign film
- Bank of additional content for social edits and supporting material.
Credits
Director – Dan Mellor
Senior Producer – Aiyana Gane
DoP – Bruce Jackson
Editor – Kazz Thompson
With thanks to our contributors:
Jo, Simon, Helen and Ruby
Mariam and Devang
Nadine, Glen, Montell, and his sisters