Leith has created a new campaign for Children’s Hospices Across Scotland (CHAS), a registered Scottish charity which supports children with life-shortening conditions and their families with hospice and palliative care.
Leith won the business following a competitive pitch earlier this year. The campaign launches on TV and radio today, with further executions set to go live in Summer 2024.
Edinburgh-founded Leith, which also has a base in Manchester specialising in end-to-end production and healthcare, was tasked with creating a campaign to encourage donations to CHAS.
The agency created a 30-second TV advert showing a mother and her son enjoying precious moments, from playing on a swing and painting to bath-time and reading together. The short film captures pockets of everyday happiness shared by families everywhere. As the film goes on, the child becomes more and more ill. The final scene ends with a rug pull indicating that the entire time, her son has been dying and that all these joyful moments were spent at the hospice and made possible by donations to CHAS.
The Christmas radio ad sees a father narrating how CHAS helped give his terminally-ill son Charlie “Christmas-time in summertime,” with “time for Santa, time for toys, time for treats and hugs from grandpa” and asks listeners to take the time to donate to CHAS.
Graham Steven, fundraising campaigns manager at CHAS, said: “At CHAS, we believe strongly that no family should face the death of their child alone. We’re thankful to our existing supporters who share that belief and whose donations mean families can be supported by CHAS at every stage of their most difficult journey. Our hope is that on seeing or listening to these wonderful new adverts, new supporters will join us too so that more children with life-shortening conditions and their families can be afforded the time and space to make precious memories together no matter how short their child’s life may be.”
Jess Thompson, senior account manager, Leith, added: “Time with your child is precious, especially when they’re dying. By showing the everyday moments which can so often be taken for granted, we hope to drive home the message that a simple donation can help CHAS give families the support they need to enjoy what precious time they have left together.”
In addition to medical support from their highly skilled staff of registered nurses, CHAS offers psychological support through therapy and counselling and by helping to take care of the dying child, the parents, and siblings, and so much more to families whose children are nearing the end of their lives.
