Children’s respite charity Kids’ Village has unveiled a harrowingly powerful campaign film as it aims to build the UK’s first respite holiday village for critically ill children and their families.
Developed in partnership with creative agency McCann Birmingham, ‘Audrina’s Story ‘ highlights the difficult and unpredictable journey faced by these families.
The film was initially set to feature Audrina, a 10-year-old girl undergoing cancer treatment. However, Audrina was unexpectedly hospitalised just before filming.
The creative team at McCann Birmingham opted to pivot their approach and the resulting film opens with real-life footage of Audrina’s treatment, sharing Kids’ Village’s mission.
The film poignantly captures an emotional phone call from Audrina’s mother, Gemma, explaining her daughter’s absence from the shoot in a stark reminder of the uncertainties faced by children like her.
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The film does however end on a hopeful note, with Audrina being invited to be the first guest at Kids’ Village once it is built. The charity aims to raise £5 million to construct the village near Lichfield, featuring ten four-bedroom lodges and a central facility called The Hive.
“We are delighted to partner with McCann and look forward to working closely with them as we continue to grow the charity,” Katrina Cooke, CEO at Kids’ Village said.
“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.”
“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,” added Lucy Hudson, MD at McCann Birmingham.
“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.”
The partnership between Kids’ Village and McCann Birmingham will continue beyond this film, with ongoing marcomms consultancy and fundraising initiatives led by McCann team members.
