Families caring for children with life-limiting or complex medical conditions are at the heart of a new Manchester outdoor advertising campaign, made possible thanks to generously gifted media space and creative support for Glossop charity Reuben’s Retreat.
Due to go live this week, the campaign highlights that for some families, an “all-inclusive” holiday can take on a different meaning.
Ocean Outdoor donated digital outdoor advertising space on premium city centre locations including Piccadilly Gardens and Spinningfields, across a selection of 48- and 6-sheet formats. Creative agency McCann Manchester donated its time and expertise to help bring the charity’s creative vision to life through a series of adverts, which play on the theme of holidays and feature eye-catching drawings from children. The campaign will run until 31st August.
The pair stepped up after the charity called for help on social media as it attempts to complete its ambitious 10-phase project to create a dedicated retreat for families of children with life-limiting, complex medical conditions and families who have experienced the loss of a child. Six of the ten phases have now been completed, including a Bereavement Support and Wellbeing Centre and a state-of-the-art Activity Wing, which offers holistic therapies, hydrotherapy, sensory play experiences and more.
The charity is now aiming to ‘Complete the Retreat’, finishing the restoration of its historic building to create fully accessible holiday suites, allowing families to enjoy short breaks where they can spend quality time together in the sanctuary of Reuben’s Retreat.
Nicola Graham, founder of Reuben’s Retreat, said: “The charity was launched in memory of my precious son Reuben who sadly passed away aged 23-months. We have cherished memories of family holidays we spent together with him and his brother – but for families caring for a child with complex medical needs, there can be significant barriers to taking a holiday.
“From specialist equipment needs and accessibility requirements to increased travel and insurance costs, the practical challenges can be overwhelming. We wanted to create a special place, in a beautiful setting in the High Peaks, where families who care for a poorly child or who have lost a child can spend precious time together, and feel reassured that the space has been created precisely with them in mind.
“We are so very grateful to Ocean Outdoor and McCann for their generously gifted support in helping us to get our message out there to more people – be it people who may feel they have a little time or money to spare, or those who could benefit from our services. And we’d like to thank the public. By supporting this appeal, you will be contributing to something truly special, helping families who are navigating some of life’s most challenging circumstances.”
The 6-sheet adverts play on the difference someone could make to another family’s holiday by choosing to donate something small from their own holiday budget – with messaging such as “Lounge pass or life saving donation? Swap your holiday add on to help us complete the retreat.”
Executive creative director at McCann in Manchester, Imogen Tazzyman, added: “When I saw the shout out on socials for creative support, we had to help. This is the most amazing charity providing essential support for so many families across the region.”
