Kids' Village Audrina's story

Kids’ Village is the UK’s first respite holiday village exclusively for critically ill children and their families. But the charity needs ongoing support to make the vision of free holidays for those who need it a reality. To support this, McCann created a powerful film. However, it almost wasn’t made.

Titled “Audrina’s Story”, the three-minute spot took an unexpected turn from the agency's original vision. The film was due to follow Audrina, a 10-year-old girl undergoing treatment for cancer. However, the day before the shoot Audrina was admitted to hospital. Reluctant to cancel and let the charity down, the creative team quickly pivoted to create “Audrina’s Story”.

Sharing the behind-the-scenes story of the shoot, the film opens with clips of Audrina undergoing her treatment, followed by an explanation of the charity and its ambitions. We then meet Audrina for the first time, the star of the ad. However, ‘action’ is called in front of an empty bed as we hear an emotional phone call from Gemma, Audrina’s mum, explaining that Audrina had been admitted to hospital and wouldn’t make the shoot. A stark reminder that for children like Audrina, they never know what the future holds and viewers are invited ‘to take a moment to make a moment’. The moving story ends with an excited Audrina being invited to be the first person ever to stay at Kids’ Village, once the funds are raised and the special holiday village is built. 

"I must say, it’s truly heart-touching. The mission behind Kids’ Village is inspiring, and the way McCann Birmingham pivoted in response to Audrina’s situation is both emotional and powerful. It’s a testament to the team's dedication to highlighting the challenges faced by children like Audrina, and the campaign resonates deeply, especially at this time of year." - Editor, Best Ever Ad