Kids' Village and McCann Birmingham announce new partnership

Kids’ Village, the UK’s first respite holiday village for children with critical illness, has formed a corporate partnership with leading agency McCann Birmingham.

The agency will leverage their expertise as a leading creative agency to provide ongoing marketing consultancy, a launch film, and is planning a range of fundraising initiatives led by McCann team members.

Kids’ Village is inspired by Lichfield-born Sam Fletcher-Goodwin, who, over 20 years ago, at the age of nine was diagnosed with a rare form of cancer known as Rhabdomyosarcoma.

Following her recovery, Sam and her family had the opportunity to experience the Give Kids The World Village resort in Florida and, since then, it has been Sam’s dream to create a similar destination for critically ill children in the UK.

Now, the ambitious national charity is on a mission to turn Sam’s vision into a reality by raising £5m to build the resort, comprising 10 four-bedroom lodges and a central facility known as ‘The Hive’.

Based near Lichfield, the charity is seeking pledges of support as it continues to raise funds and awareness of its mission. Pledge your support here. 

Katrina Cooke, CEO at Kids' Village, said: “We are delighted to partner with McCann and look forward to working closely with them as we continue to grow the charity. Our site sits just a few miles outside of Birmingham, so having the support of local businesses like McCann is hugely important in making Kids' Village a reality. The support McCann have provided us in producing our new video showcasing ‘Audrina’s story’ has been phenomenal and we are excited to now officially launch the partnership and continue working together going into 2025 and beyond.”

Lucy Hudson, Managing Director at McCann Birmingham, added: “This is an incredible charity that we're all proud to support. Local charities have always been important to us, and we look forward to mobilising our 250-strong team to help spread the word about the great work Kids' Village is doing both across the region and beyond.

“It is a cause close to my heart as I have experienced first-hand how uncertain and difficult life is for families going through critical illness. Once built, the Village will be a place that offers families some much needed respite, and we’re committed to supporting the charity in bringing that vision to life.”