Posted on Monday 11 October 2021

in News

Morrisons shoppers invited to add to ‘Ava’s Chain of Kindness’, created in memory of two-year-old who died of cancer on Mother’s Day last year

This October, Morrisons is supporting Ava’s Chain of Kindness, a campaign run in loving memory of Ava Cottle who sadly died at just two years old on Mother’s Day last year after being diagnosed with leukaemia at 24 months old. Her family set up the chain to spread kindness in her name, and now customers will be able to add a teddy bear to the ever-growing chain, with a message for Ava.

Sam Gosby, family friend of the Cottle Family created Ava’s Chain of Kindness just after Ava sadly died in March last year. Sam came up with the chain as a way to  spread kindness, help children feel belonging and inclusion and connect children of all ages and backgrounds.’ Ava’s Chain of Kindness is also raising funds for Young Lives vs Cancer, the UK’s leading cancer charity for children, who supported Ava and continue to support the Cottle family.

So far, 10,000 individual teddy bears, connected by the holding of hands have been decorated by 34 primary school pupils in the Barking and Dagenham area, where the Cottle family live, to make up the chain.

Now, powered by her inspiration to reach every child, Sam is asking  supporters to visit their local Morrisons store to decorate and write a message on their very own teddy bear, to add to the ever-growing chain. All chains will eventually be joined, connecting children from all over the UK together.

‘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.

The chain will be displayed in Valence House Museum, Dagenham, from  October 25, 2021 during the half term holidays, for one week before been moved to City Hall, London.

Visit this link to view Ava’s Chain of Kindness and follow the team’s journey –

Sam is asking for a donation of £1 for each bear added to the chain, all funds raised will be donated to Young Lives vs Cancer, the children’s cancer charity that helped the Cottle family through the darkest of days.

Becky Clements, Fundraising and Engagement Manager at Young Lives vs Cancer, said:

“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 with the support of Morrisons colleagues and customers, creating something positive in Ava’s memory.

“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 her fantastic efforts.

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

To support Ava’s family’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.

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 Young Lives vs Cancer’s work, go to

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