Across the UK, the children’s hospice sector is under increasing strain. With a sector-wide funding shortfall of £77 million, many hospices are under pressure to meet rising care demands with shrinking resources. Haven House Children’s Hospice alone must raise around £6 million each year just to maintain its vital services.
In such a climate, telling a different kind of story is more than a creative choice, it becomes a necessity.
For more than a decade, our independent creative agency has crafted impactful campaigns with empathy, insight and purpose because we believe in the power of emotive storytelling.
And for many charities, children’s hospices in particular, we believe it’s time to tell a new kind of story like the one told in Through Their Eyes.
Reframing the narrative of hospice care
Public perceptions of children’s hospices often focus on end-of-life care, grief, and loss. But within Haven House, there is another reality – one filled with moments of joy, connection, and deeply compassionate support. Our campaign for Haven House, Through Their Eyes, set out to capture and share that experience and the happy memories it helps families to make.
Through Their Eyes is the hero film at the heart of a fundraising campaign. The film centres on six-year-old Charlie, a seriously ill child, and his older brother Dylan. By putting Charlie, and the world that he inhabits at the centre of the story, the campaign sets out to reframe how we see hospices.
Although Charlie does not speak, Dylan’s narration gently guides the viewer through his brother’s experiences – helping us to understand what it might be like to be Charlie, and revealing the playfulness, warmth, and love that defines their relationship with, and time at the hospice.
The focus isn’t on Charlie’s limitations, or the challenges the family face, but the hospice as a setting of joyful memories.
Telling the story in a different way
From the outset, our approach was to move away from traditional fundraising tropes. There are no on-screen interviews. No direct asks. No overwhelming statistics. Instead, we chose to put the children at the centre of the film and immerse viewers into Charlie and Dylan’s world through rich cinematography and emotive sound design.
Through carefully planned use of sound, imagery, music, and voice we brought Charlie’s experience vividly to life. Use of black and white makes the film distinctive against films in colour, this along with the close framing, slow pacing, and gentle sound design invites the audience to slow down and see the world as Charlie might: full of texture, touch, music, and love.
“Haven House creates opportunities for all children, including those who communicate in different ways or have complex needs, to experience the fullness of life – whether through music, sensory exploration, or meaningful connections.
Every child has a voice – sometimes we just need to find the right way to listen. At Haven House, we create spaces where children like Charlie can express themselves, not just through words, but through laughter, touch, music, and connection. Through Their Eyes is a powerful reflection of this, showing that every child’s experience matters, and that joy, love, and belonging can be felt in so many ways.”
Aisling Kilbane, Director of Care at Haven House and film contributor.
A standout moment at The Haven House Ball
Through Their Eyes premiered at the charity’s flagship fundraising event, The Haven House Ball, held at the London Marriott Hotel on 20th March. The film was introduced by the event host, Ben Shephard, and watched by 300 guests, including the charities biggest supporters and ambassadors. The emotional response in the room was immediate. Many guests were visibly moved, and their generosity reflected their connection to the story.
Over £190,000 was raised on the night – making it one of the most successful fundraising events in Haven House’s history.
Results beyond the ballroom
The campaign’s impact has gone far beyond the ballroom. The film continues to drive high levels of digital engagement and visibility for the charity.
It was recently shown at a reception to celebrate Haven House and highlight the urgent need for sustainable funding for children’s hospice services, at the Speakers House in Parliament. The evening was attended by a host of distinguished guests, including the Speaker of the House of Commons, Sir Lindsay Hoyle, The Rt. Hon. Wes Streeting MP, and Sir Iain Duncan Smith, a long-standing patron of Haven House, who joined the event virtually to show his continued support.
The campaign is even being considered for a feature on national TV.
Its overall return on investment currently stands at a remarkable 2011%. By leading with storytelling, Haven House has deepened connections with existing supporters and reached new audiences.
But perhaps even more importantly, it has helped people understand what children’s hospice care truly involves, transforming the narrative from one of sadness to one of possibility.
What are the takeaways from this case study?
Storytelling as a lifeline
Against a backdrop of financial uncertainty in the sector, campaigns like Through Their Eyes show the importance of investing in high-quality, human-centred storytelling. Stories can do more than raise funds; they can shift perceptions, reshape understanding, and create lasting support.
When people are moved emotionally, they remember. They share. They act.
Genuine creative collaboration
Our team of talented filmmakers, strategists, and storytellers share a passion for creating work that makes more of a difference now but has resonance forever.
What made this campaign so effective was the collaborative spirit from the very beginning, brought about by a shared understanding of defined goals and a clear brief, joining forces to shape campaign ideas, and frequent check-ins for feedback against agreed milestones.
The trust that the team at Haven House placed in us opened a door for creative risk-taking and storytelling that didn’t follow the standard formula.
This confidence allowed us to make bold choices such as using black and white film, and having the film narrated by an unscripted young child.
A final word: giving all experiences a voice
Through Their Eyes continues to move audiences and raise awareness of the vital services offered by children’s hospices. It’s a reminder that connection lies at the heart of effective campaigning. In order to feel that connection we need to see more inclusive campaigns like Through Their Eyes where, for example, non-verbal beneficiaries can take centre stage.
You can learn more about the campaign at: www.morever.co.uk/through-their-eyes
Photo credit: Morever and Haven Hospice
