Captain Tom Moore’s garden charity walk ahead of this 100th birthday has attracted widespread publicity across social media.
Savvy use of social media by a 99-year old war veteran and his family has helped him raise more than £12m for NHS charities Together through a sponsored walk birthday challenge.
Captain Tom Moore had initially hoped to raise £1,000 through his attempt to walk 100 laps of his garden before his 100th birthday later this month.
But after achieving widespread attention for his charity walk across social and mainstream media he has raised a staggering £12.1m so far for NHS Charities Together, which represents around 150 NHS charities.
A fundraising page has been set up via JustGiving. Meanwhile, Tom’s Twitter page has attracted 119,000 followers since launching earlier this month. On Twitter the fundraising attempt is using #walkwithtom and #TomorrowWillBeAGoodDay to generate further interest.
I’m Captain Tom Moore, war veteran, 99 years of age (soon to be 100) and I’m walking for the NHS to raise money for our heroes.t.co/M1dkvoV3kE— Captain Tom Moore (@captaintommoore)
Further support on social media has come from high-profile figures, such as Piers Morgan, who praised Tom on April 15 when the war veteran hit the £6m donations mark.
£6 million! 👏👏👏👏👏👏 pic.twitter.com/dfVlBpE4oL— Piers Morgan (@piersmo
Promotion of the campaign, including setting up the JustGiving page, has been handled by Maytrix, a recruitment and training company owned by Tom’s daughter, Hannah Ingram-Moore, and son-in-law Colin Ingram.
“We set this page up, without any idea that it would become as highly visited as it is, and mo’e of ’heartwarming’ story for the local region,’ said the couple on Tom’s fundraising Justgiving page.
“It is completely blown up, and we are so proud to be representing Tom and his 100th birthday walk for the NHS.”
Tom enlisted in the army at the beginning of the Second World War and served in India and Burma.
As of this morning Tom had 10 more laps of his garden to complete.