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    Arts Alliance Media (AAM), the global leader in digital cinema software and support services, have raised nearly £500 for MediCinema after employees completed 25 home-based challenges in just 25 days to conclude an entertaining ‘25for25’ fundraising campaign.

    The initiative, which ran throughout the month of April, challenged 25 AAM employees to each complete a unique, home-based task within a 25-day period, before donating a minimum of £10 towards the chosen charity. From brewing beer, making bread, and sketching something new, to hula hoop endurance, learning a new song, and completing a ‘couch to 5km’; each challenge presented an unorthodox test in which to overcome. To provide extra motivation, the final donation could only be made to MediCinema when all participants had completed their challenge.

    Alan Bowen, GM and CFO at Arts Alliance Media, explained, “at AAM, we remain committed to our social responsibilities and given the UK national lockdown had only recently ended, it was imperative to establish a creative fundraising initiative that we could each participate in from home.

    We were aware of the great work MediCinema do and offering those in care an escape through the medium of cinema is a cause which the whole company supports.”

    Selected by employees as the charity of choice, MediCinema aims to improve the difficult reality of life in hospital for patients and families throughout the UK. By building, installing, and maintaining cinemas in places of care, MediCinema are able to provide an immersive experience while accommodating those in wheelchairs and hospital beds.

    By raising an impressive £482.52, this donation can fund an entire MediCinema screening (£317.92), plus three families of four (£50.40 each) or two required nurses (£150.00) at another screening.

    “We are enormously grateful for the wonderful and creative fundraising efforts that the Arts Alliance Media staff have made”, said Kat Mason, CEO of MediCinema. “It’s brilliant to have been chosen as their charity of choice – this past year has been so difficult for NHS patients who are isolated more than usual in hospitals and this money raised will help more of them benefit from our services.

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