From That Moment

From That Moment, a campaign film by Noah’s Ark Children’s Hospice in partnership with world-renowned photographer, Rankin, shows the individuality of the families we support, whilst uniting them under one moment they have all experienced - that moment they were first told that their child was seriously unwell. The moment everything changed.

Throughout the film we see families having their portraits captured by Rankin. Every family is different, with their individuality shining through in the final shots. The closing ask is a call to arms, asking our community to give what they can to allow us to be there for more children and families. The campaign film was instrumental to the success of our fundraising campaign, which raised over £1.28m in just 36-hours – significantly exceeding the fundraising target. Whilst most families do not have a child who is seriously unwell, most will have experienced a moment in their lives where everything changed. By zooming in on these universal experiences, the film made the experience of having a child who is seriously unwell relatable to the masses. This drove a more meaningful connection to the cause, with many of those who donated going on to become established friends of the charity.