Reuben's Retreat, a UK-based charity founded in 2012 after the death of Reuben Michael Graham, is urging the travel industry to support its Brick By Brick campaign. The initiative aims to raise the final £1 million needed to finish a retreat for families of children with complex medical needs or those who have lost a child. The retreat is expected to be completed by autumn.
The final phase involves a two-year programme to design and furnish four holiday suites at a former hospital site. This £2.7 million project includes two fully accessible suites with hoist systems, ensuring families with multiple wheelchair users can enjoy a break. Nicola Graham, Reuben's mother and founder, emphasized the importance of creating lasting memories for families who might not otherwise have the opportunity.
Industry Support and Campaign Details
The campaign invites businesses and individuals to sponsor toy bricks for a permanent wall of gratitude. Each brick costs £123 and can be personalized. Some companies have already created sections featuring their logos. Travel Counsellors, Virgin Voyages, and MSC & Panache Cruises are among those supporting the initiative.
Graham highlighted the travel industry's crucial role, stating, "The industry remains central to our ongoing mission. It’s the foundation of everything we’re building." The retreat currently costs £500,000 annually to run, a figure expected to double post-completion. The charity hopes to invite families from across the UK and potentially worldwide once the retreat is finished.
For travel professionals, this campaign offers a meaningful way to give back while gaining visibility. Similar initiatives, such as Traveloka's Lisa campaign, have shown how cause-related marketing can drive engagement. The travel industry's support could help Reuben's Retreat reach its goal and provide respite for families in need.
