Every Moment Matters

Last Christmas, many seriously ill children at Great Ormond Street Hospital (GOSH) were too unwell to go home. We needed to raise vital funds to help give them the best childhood possible.

To inspire support, we invited audiences inside GOSH at Christmas, capturing unscripted moments with real patients and families. Filming inside an incredibly busy paediatric hospital required trust and sensitivity, so the campaign was crafted entirely in-house, drawing on the strong relationship between the hospital and Charity.



We filmed throughout December 2024 with over 80 hospital staff across 15 locations, shaping these moments into a two-minute brand film. To help underscore both lighthearted and more poignant moments, we secured Coldplay’s beautiful song, ‘All My Love’ for the film’s soundtrack. 

The brand film led our 2025 Christmas Appeal and was adapted for TV and social channels. The full-length version received incredible engagement on our website, with viewing time almost 8000% higher than average.

Overall, the appeal generated 14% more income and 38% more responses than our 2024 appeal, beating our initial targets. National Brand Buzz increased by 3%, and brand search impressions doubled compared to the same period in 2024.

The film was featured in multiple publications and earned headlines like “Forget John Lewis – this is the Christmas advert that will break your heart” (Metro). By showing that every moment matters for seriously ill children, we raised exceptional support to help give them the best chance, the best childhood, and the best Christmas possible.