Posted on Friday 9 April 2021

in News

‘Ava’s Chain of Kindness’ created in loving memory of Ava, 2, to raise funds for young people with cancer

At a time when we can’t hold hands, our teddy bears can!

Sam Gosby, from Dagenham creates ‘Ava’s Chain of Kindness’ in loving memory of 2 year old Ava Cottle to raise funds for young people with cancer.

Sam Gosby, from Dagenham is busy cutting out hundreds of bears for ‘Ava Chain of Kindness’ in loving memory of Ava Cottle who sadly passed away on Mothering Sunday to Leukemia at the age of 2.

Wanting to give something back to CLIC Sargent, the UK’s leading cancer charity for children, who supported Ava and continue to support the Cottle family, Sam has created ‘Ava’s Chain of Kindness’ to raise funds for the charity and spread kindness around the UK.

Determined to spread kindness to every child, Sam is hoping the ‘Chain of Kindness’, which started on Friday 26 March, will help children feel belonging and inclusion during these isolating times, connecting children of all ages and backgrounds from all areas of the UK.

Individual teddy bears that are decorated by school children make up the chain, which is connected by each teddy bear holding hands.

‘At a time when we can’t hold hands, our teddy bears can!’ –  Sam Gosby, 2021

The chain first started at Hunters Hall Primary School, Dagenham where Ava’s brother, Huntley-Joe, aged 9, is a student. The first bear in the chain was decorated by Ava herself, the day before she died.

Inspired to reach every child, Sam is asking for schools all over the country to create their very own chain. All chains will eventually be joined, connecting children from all over the country together.

Visit the Chain of Kindness’s Facebook page to follow its journey –

Sam is asking for a donation for each bear added to the chain, all funds raised will be donated to CLIC Sargent, the children’s cancer charity that helped the Cottle family through the darkest of days.

Sam said: “I am very honoured to be able to work alongside the CLIC Sargent team, they are an amazing charity that gives endless support to families of children with cancer.”

Last year in Essex, CLIC Sargent supported 169 number of families, giving out 146 financial grants to the value of £28,810 helping families to cope with the costs of cancer. The Cancer Costs report from the charity found that families with a child on active treatment spend an extra £600 a month.

Becky Clements, Fundraising and Engagement Manager at CLIC Sargent, said:

“When cancer strikes young lives we fight tirelessly to limit the damage it causes beyond their health. We rely entirely on donations to fund our vital work and so we can’t thank Sam enough for their fantastic efforts.

“We were so sorry to hear about Ava – it’s really wonderful to see Sam doing such a fantastic thing to connect children around the UK and something positive in Ava’s memory.

“Thanks to Sam, we will be able to help even more children and young people thrive not just survive after their cancer diagnosis.”

You can get involved by downloading and colouring in your own teddy bear here

Share your designs on social media and use the hashtag #AvasChainOfKindness to keep the chain going!

To get involved with Ava’s Chain of Kindness email CLIC Sargent Fundraising Manager Becky at to register your school.

To support Sam’s fundraising efforts go to


TEXT CHAINOFKINDNESS 3 to 70450 to donate £3 Texts cost £3 plus one standard rate message.

Any donation amount via text can be taken, if you wish to donate a different amount please change the number at the end of your text.

For example, to donate £5 please text CHAINOFKINDNESS 5 to 70450. Texts cost £5 (or selected donation amount) plus one standard rate message.

For more information about CLIC Sargent’s work, go to

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