Ocean Outdoor Donates Digital OOH Space to Manchester Children's Charity Campaign
2026-08-19 · via DailyDOOH
UK charity Reuben's Retreat has launched its first outdoor advertising campaign, running on digital screens in Manchester after Ocean Outdoor donated ad space and McCann Manchester donated creative work.
The campaign appears on Ocean Outdoor's digital screens at Piccadilly Gardens and Spinningfields, using 48-sheet and 6-sheet digital formats, according to the announcement. It runs until 31 August. For operators and media owners, this is another example of a DOOH company using owned inventory for a cause-led campaign rather than paid media, a practice that shows up periodically across the out-of-home sector as a way to demonstrate community value alongside commercial ad sales.
Reuben's Retreat was founded by Nicola Graham in memory of her son Reuben, who died aged 23 months. The charity supports families caring for children with life-limiting or complex medical conditions, and families who have lost a child. According to the release, the organisation is partway through a ten-phase project to convert a historic building in Glossop into a retreat with accessible holiday suites, a Bereavement Support and Wellbeing Centre, and an Activity Wing offering hydrotherapy and sensory play. The charity says six of the ten phases are complete.
The creative, produced by McCann Manchester's team led by executive creative director Imogen Tazzyman, uses children's drawings and holiday imagery to draw a contrast between routine travel add-ons and the cost barriers facing families of children with complex medical needs. One line quoted in the release reads: "Lounge pass or life saving donation? Swap your holiday add on to help us complete the retreat."
What this means for the DOOH market
The announcement does not disclose the value of the donated media space or the specific screen count beyond the two named locations, so it is not possible to size the in-kind contribution. It also does not say whether the campaign uses dynamic or contextual triggers common on other Ocean Outdoor digital placements, or whether it will extend beyond Manchester.
For digital signage and DOOH operators, campaigns like this are a reminder that unsold or donated inventory on premium city-centre digital screens carries real value to advertisers and charities alike, and that network owners continue to use that inventory for goodwill placements alongside their core ad sales business. Readers wanting to track how much donated inventory Ocean Outdoor or similar owners commit annually will need to look elsewhere, as this release does not provide that figure.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Reuben’s Retreat #OOH Manchester Ad Campaign
The UK charity Reuben’s Retreat has launched its first outdoor advertising campaign in Manchester thanks to Ocean Outdoor and McCANN.
Nicola Graham , founder of Reuben’s Retreat, told us “The charity was launched in memory of my precious son Reuben who sadly passed away aged 23-months. We have cherished memories of family holidays we spent together with him and his brother – but for families caring for a child with complex medical needs, there can be significant barriers to taking a holiday. From specialist equipment needs and accessibility requirements to increased travel and insurance costs, the practical challenges can be overwhelming. We wanted to create a special place, in a beautiful setting in the High Peaks, where families who care for a poorly child or who have lost a child can spend precious time together, and feel reassured that the space has been created precisely with them in mind. We are so very grateful to Ocean Outdoor and McCANN for their generously gifted support in helping us to get our message out there to more people – be it people who may feel they have a little time or money to spare, or those who could benefit from our services. And we’d like to thank the public. By supporting this appeal, you will be contributing to something truly special, helping families who are navigating some of life’s most challenging circumstances.”
Families caring for children with life-limiting or complex medical conditions are at the heart of this new Manchester campaign, made possible thanks to generously gifted media space and creative support for Glossop charity Reuben’s Retreat.
The campaign highlights that for some families, an ‘all-inclusive’ holiday can take on a different meaning.
Ocean Outdoor donated digital outdoor advertising space on premium city centre locations including Piccadilly Gardens and Spinningfields, across a selection of 48- and 6-sheet formats. Creative agency McCANN Manchester donated its time and expertise to help bring the charity’s creative vision to life through a series of adverts, which play on the theme of holidays and feature eye-catching drawings from children. The campaign will run until 31st August.
Executive creative director at McCANN in Manchester, Imogen Tazzyman , said “When I saw the shout out on socials for creative support, we had to help. This is the most amazing charity providing essential support for so many families across the region.”
The campaign is supporting Reuben’s Retreat’s ambitious 10-phase project to create a dedicated retreat for families of children with life-limiting, complex medical conditions and families who have experienced the loss of a child. Six of the ten phases have now been completed, including a Bereavement Support and Wellbeing Centre and a state-of-the-art Activity Wing, which offers holistic therapies, hydrotherapy, sensory play experiences and more.
The charity is now aiming to ‘Complete the Retreat’, finishing the restoration of its historic building to create fully accessible holiday suites, allowing families to enjoy short breaks where they can spend quality time together in the sanctuary of Reuben’s Retreat.
The 6-sheet adverts play on the difference someone could make to another family’s holiday by choosing to donate something small from their own holiday budget – with messaging such as ‘Lounge pass or life saving donation? Swap your holiday add on to help us complete the retreat’.
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