The Big Hoot 2015

Birmingham Children's Hospital Charity


Birmingham Children’s Hospital required a campaign that raised awareness of the charity on a wider scale than ever before and engaged with supporters that didn’t have a personal connection to the hospital.

Working in partnership with public art specialists Wild in Art, the charity created a brand-new family-friendly campaign that broke the mould of its traditional fundraising and captivated communities from right across Birmingham.

The Big Hoot was a free, interactive and walkable trail of 89 large owl sculptures, plus 120 smaller owlets, which covered the whole of Birmingham for 10 weeks.

The owls were placed across the city’s 10 districts, which encouraged residents to walk, run or cycle the 94-mile long trail. This ticked the hospital’s public health message of ‘keeping active’. Each owl featured an explanation of the charity with a clear call to action of how to fundraise.

The free, mass-participation public art event was attended by approx. 800,000 visitors, putting the name of Birmingham Children’s Hospital Charity in front of thousands of potential new supporters. It also set itself and smashed the target of raising £500,000 from the auction of the owls – the single biggest sum to be raised by the charity from one campaign.

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