KIDS’ VILLAGE LAUNCHES POWERFUL CHARITY FILM BY MCCANN

UK’s first respite holiday village for children with critical illness calls for support in “Audrina’s Story” by McCann Birmingham

Kids’ Village, the UK’s first respite holiday village exclusively for critically ill children and their families to enjoy a free holiday, has called for pledges of support in a powerful film by McCann Birmingham. A film that almost wasn’t made.

Titled “Audrina’s Story”, the three-minute spot took an unexpected turn from the agency’s original vision. With a script in place and crew ready to go, a single phone call changed everything.

Originally, the film was due to follow Audrina, a 10-year-old girl undergoing treatment for cancer. However, the day before the shoot Audrina was admitted to hospital. Reluctant to cancel and let the charity down, the creative team quickly pivoted to create “Audrina’s Story”.

Sharing the behind-the-scenes story of the shoot, the film opens with clips of Audrina undergoing her treatment, followed by an explanation of the charity and its ambitions. We then meet Audrina for the first time, the star of the ad. However, ‘action’ is called in front of an empty bed as we hear an emotional phone call from Gemma, Audrina’s mum, explaining that Audrina had been admitted to hospital and wouldn’t make the shoot. A stark reminder that for children like Audrina, they never know what the future holds and viewers are invited ‘to take a moment to make a moment’. The moving story ends with an excited Audrina being invited to be the first person ever to stay at Kids’ Village, once the funds are raised and the special holiday village is built. 

Kids’ Village is inspired by Lichfield-born Sam Fletcher-Goodwin, who, over 20 years ago, at the age of nine was diagnosed with a rare form of cancer known as Rhabdomyosarcoma.

Following her recovery, Sam and her family had the opportunity to experience the Give Kids the World Village resort in Florida and, since then, it has been Sam’s dream to create a similar destination for critically ill children in the UK.

Now, the ambitious national charity is on a mission to turn Sam’s vision into a reality by raising £5m to build the resort, comprising 10 four-bedroom lodges and a central facility known as ‘The Hive’.

Based near Lichfield, the charity is seeking pledges of support as it continues to raise funds and awareness of its mission. You can pledge your support here. 

The film is part of an ongoing partnership between Kids’ Village and McCann Birmingham in which the agency will be providing marcomms consultancy and fundraising initiatives led by McCann team members.

Katrina Cooke, CEO at Kids’ Village, said: “We are delighted to partner with McCann and look forward to working closely with them as we continue to grow the charity. The support McCann have provided us in producing our new film showcasing ‘Audrina’s story’ has been phenomenal and we are excited to now officially launch the partnership and continue working together going into 2025 and beyond.”

Lucy Hudson, Managing Director at McCann Birmingham, added: “This is an incredible charity that we’re all proud to support. Local charities have always been important to us, and we look forward to mobilising our 250-strong team to help spread the word about the great work Kids’ Village is doing both across the region and beyond.

“It is a cause close to my heart as I have experienced first-hand how uncertain and difficult life is for families going through critical illness. Once built, the Village will be a place that offers families some much needed respite, and we’re committed to supporting the charity in bringing that vision to life.”

Adam Bodfish, Executive Creative Director at McCann Birmingham, said: “At this time of year, it’s crucial that we don’t forget that there are families across the country who need their own bit of magic and joy. The challenges faced during the shoot offer a small insight into the reality for children with critical illnesses and we hope others will join us in pledging support for this important charity.”

Source: McCann Birmingham

  Advertising, charity, Kids’ Village, McCann Birmingham, McCann Worldgroup, UK