“Until no childhood is lost to serious illness” – how prioritising the real stories of children and families at Great Ormond Street Hospital re-positioned GOSH Charity

In June 2024, Great Ormond Street Hospital Charity’s organic social media team led the launch of the Charity’s refreshed brand with one clear aim – to position childhood at the heart of everything we do.

What came next was not a year of gimmicks – instead it was purposefully rooted in storytelling.

We focused on the voices of the children and families at Great Ormond Street Hospital sharing their stories to show how serious illness affects every part of childhood.

From taking first steps and celebrating birthdays in hospital to missing out on milestone moments like school photos, each post became a moment in a family album curated to sensitively educate, connect and shape our audience’s understanding of who we are. A charity championing the magic of childhood – until no childhood is lost to serious illness. We’re cut through the noise without gimmicks and our results speak for themselves: · Average reach increased by 17% · Average engagement rate increased by 25% · Shares increased by 61% · Now 3rd largest website traffic source for the Charity

This was a story-led approach that didn’t just reposition the brand, it reconnected people to who we are and why we exist.