National children’s charity Children with Cancer UK has launched a social video featuring an interactive digital out-of-home installation to drive donations.

A digital billboard at Westfield London, created and produced by Grand Visual, encouraged the public to show their support by shaking their phone as a representation of ringing the bell at the end of a young patient’s cancer treatment. By shaking their phone, people were shown personal stories of children ringing their own treatment bells followed by a personalised on-screen ‘thank you’ message.

“For a child with cancer, the sound of the ringing bell is a huge milestone, the moment when treatment is complete, and families can begin to return to normal family life again,” said Jason Rigby, director of fundraising & communications at Children with Cancer UK. “But two out of ten young children still don’t survive cancer, which is why we need the public’s help to continue to fund vital specialist research to help save the lives of children with cancer and keep families together. This campaign has made a huge difference both OOH and online where the footage continues to reach new audiences.”

Footage of the two-day event was captured and shared online at childrenwithcancer.org.uk/ringthebell, and across Children with Cancer UK’s Facebook, Instagram, LinkedIn, Twitter, and YouTube channels. Mobile donations can be made by texting ‘BELL’ to 70020.