The Ambition
When you spend time with the team at Claire House, one thing becomes clear very quickly. Everyone goes the extra mile. Claire House Children’s Hospice has spent almost 25 years supporting seriously and terminally ill children and their families. As the hospice prepared to raise the funds to build its new Liverpool site, it wanted a campaign that would help people understand why bringing Claire House closer to families would make such a difference.
Whether it’s helping a family create one more special memory, making time for a favourite tradition or simply being there when they’re needed most, every member of the team is driven by one simple thing. Doing everything they can to make life a little easier for families facing the unimaginable.
The challenge wasn’t to tell people about a new building. It was to show why Liverpool needs it.
Our campaign was built around a simple but powerful truth. Claire House will always go the extra mile for children and their families, but parents in crisis shouldn’t have to. Bringing Claire House to Liverpool means bringing world leading care closer to the families who need it most, when they need it most.
The Impact
Rather than asking people to support another fundraising campaign, Go the Extra Mile invites Liverpool to stand behind something much bigger. The belief that no family should have to travel further than necessary to access the care their child deserves.
We tell the stories through the people who make them happen, focusing on what the extra mile made possible, not the praise, but the impact. Every message shines a light on the impact of going the extra mile, rather than the recognition that comes with it.
Visually, the campaign is anchored by a bespoke illustrated Liverpool skyline, created in Claire House’s own hand drawn style. Alongside authentic photography and the charity’s existing illustrations, it creates a distinctive identity that’s rooted in Liverpool while reflecting the warmth, care and humanity that define Claire House.
The result is more than a campaign to raise awareness. It’s a campaign that gives Liverpool a reason to care, a reason to get behind Claire House and a reason to help bring extraordinary care closer to home.
