Derian House Children’s Hospice hopes to go ‘viral’ today, as it launches its #LittleMoments social media campaign.
The idea is that people use the hash tag to celebrate magic moments in their lives, such as the birth of a child, a romantic meal, or a scoring a last-minute winning goal, and donate to the charity when they hit send.
It will follow along the same lines as the no makeup selfie campaign run by Cancer Research UK earlier this year, and Derian hopes to attract some celebrity backers.
Hospice chief executive Georgina Cox said: “There are magic moments all around at Derian.
“Sadly a lot of the children we see at Derian have limited years to experience them, so we have to celebrate them all.”
Money raised by the campaign will help cover the £3.3m annual running costs of the hospice, which received only seven per cent Government funding.
The campaign is being fronted by 10-year-old Olivia Ruston, the hospice’s Sibling Ambassador.
Olivia’s eight-year-old sister Jess has a unique chromosome abnormality that has never been diagnosed as a medical condition, but has caused severe breathing and mobility problems.
Despite this, Jess and her family never let her condition get in the way of her zest for life amazes others.
To donate, text LILM26 along with the amount of money you would like to donate to 70070. The amount can be: £1, £2, £3, £4, £5 or £10.