We’re delighted to announce that today sees the launch of McCain’s ‘Little Moments’ nationwide campaign that has been set up to drive awareness of the work we do in providing grants to families raising disabled or seriously ill children.

The coronavirus pandemic has severely affected the families we support, and the ongoing partnership between Family Fund and McCain aims to offer support and take meaningful action so families can enjoy the little moments that matter.

The ‘Little Moments’ campaign includes a primetime TV advert, featuring six real-life families from around the UK who we have helped. Created by adam&eveDDB, the nationwide TV advert brings to light the little moments that mean the most to the children of the families we’ve supported.

Mark Hodge, Marketing Director, at McCain, says, “As a family-run business we’ve always looked to make a genuine difference to British families and communities and, as the pandemic hit, we knew we needed to step up which is why we pledged £1 million to Family Fund to help support 150,000 families raising disabled or seriously ill children. Today's campaign launch is focused on raising national awareness of Family Fund, both to highlight the great work they do in providing essential items to families in need, but also shine a spotlight on the little moments they treasure that many of us take for granted, like coming together at mealtimes.

“We hope this campaign encourages as many people as possible to consider joining us in supporting Family Fund, in whatever way they can. By doing so, we can all provide some support to the thousands of families raising disabled or seriously ill children, not just as they get through the pandemic, but long into the future as the world gets back to some sense of normality.”

Ben Tollett, Group Executive Creative Director, at adam&eveDDB, comments, “It was a privilege to work with such an incredible charity and so many inspirational families. But the biggest thank you has to go to all the brilliant children who made this job so much fun to do.”

The 60 second and 30 second adverts, which will be shown during primetime across UK national channels, elevate the children’s voices, highlighting favourite moments from playing music and singing, to drawing, playing with their families (or Dexter the cat!) and visiting the sea.

Cheryl Ward, Chief Executive of Family Fund, says, “We’re delighted to have worked with McCain and adam&eve to bring to the screen a snapshot into the lives of these families. This partnership provides an unprecedented opportunity for us to create and celebrate family moments and, importantly provides a platform for the voices of disabled children, young people and their families to be heard - raising awareness, and ultimately helping Family Fund to improve family life for many more families.”

The campaign is the fourth instalment of the ‘We are Family’ series which aims to champion real life British families and re-dress the misrepresentation of families in popular culture.

The new advert also follows the recently announced £1 million pledge from McCain, which will help support our goal to provide 150,000 grants and services to families raising disabled or seriously ill children.

As part of the £1 million pledge announcement, McCain launched a limited-edition run of packs of McCain Home Chips, designed by an art competition winner Charlie Conway.

Find out more about the partnership at www.mccainfamilyfund.co.uk.