Ad of the Day: Great Ormond Street Hospital appeal helps kids get one step closer to home
Great Ormond Street Hospital Children’s Charity is launching its annual Christmas appeal with an emotive and beautifully animated spot created by Adam&eveDDB.
‘One Step Closer To Home’ is the story of a young patient named Henry, who has been in the hospital for two years. In the film we see him collecting magical colorful socks that miraculously help him grow taller the more he puts on.
Throughout the clip viewers see him grow bigger and bigger, towering over London landmark Big Ben, before finally arriving back at his home in Yorkshire. The video ends with Henry sleeping in his own bed, waking up to find his loving parents at his bedroom door holding his baby brother and a pile of presents. The ad closes with the message: “This Christmas, your donation can bring a child one step closer to home.”
The character in the film is based on a real-life resident of Great Ormond Street Hospital who receives specialist care for a rare cardiac condition and has a tracheostomy and ventilation tube, which has been depicted in the film.
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“Christmas is such a crucial time for us at GOSH Charity and we’re so grateful to our incredible donors for their generosity and support at this special time of year. We’re so excited to launch our 2021 Christmas Appeal, which depicts Henry’s journey home, helped along the way by magical stockings that represent donations,” said Liz Tait, GOSH Charity’s director of fundraising.
“All the money raised from this year’s appeal will help support seriously ill children, like Henry, from across the UK, so we’d like to say a huge thank you to everyone involved.”
Music for the campaign was provided by Norwegian pop star Sigrid, and the film was created by directing duo Tjoff Koong and produced by Strange Beast.
“It’s been incredibly humbling to work with GOSH Charity on their Christmas appeal this year and to bring to life the magical story of Henry’s journey home. We really hope it encourages people to support GOSH Charity this Christmas so that other children like Henry can celebrate Christmas at home with their families,” noted Charlotte Wolfenden, managing partner at Adam&eveDDB.
The media buying campaign was developed by Hearts & Science, and includes digital out-of-home (DOOH) and will be supported by social media.
“It’s always remarkable to be able to use the power of media to spread the message in such a heart-warming way,” added Garrett O’Reilly, managing director of Hearts & Science.