Introduction: Why Hugh’s Law Matters
For many parents, nothing prepares them for the life-changing moment when a child becomes seriously or terminally ill. But for families across the UK, the emotional trauma is often compounded by a financial system that offers no protection. Hugh’s Law is a campaign fighting to change that – and Datum is proud to have played a part in bringing this important issue to light.
Set up by the charity It’s Never You, the campaign highlights a glaring gap in the welfare state: while there is support when a baby is born sick, no such support exists for children who fall seriously ill after 29 days of life. Hugh’s Law aims to change this by securing paid leave for parents in crisis – an essential, humane step forward.
The Story Behind Hugh’s Law
Named after baby Hugh, who tragically passed away after a battle with a rare illness, the campaign is rooted in lived experience. His parents found that after just four weeks of unpaid leave, they were expected to return to work. The alternatives – five days of carer’s leave, a 20-week delay for Disability Living Allowance, and means-tested Universal Credit – were simply not enough.
The Hugh’s Law campaign seeks to ensure:
- Paid leave for parents from day one of a child’s serious or terminal illness
- Protection for employment rights during this time
- A consistent and compassionate policy across the UK
The aim is not just policy change, but a cultural shift – where compassion for families becomes a legal standard, not a personal choice by employers.
How Datum Helped Amplify the Campaign
Datum was initially approached to manage the existing website for It’s Never You (https://itsneveryou.com), and later commissioned to design and build the campaign microsite for Hugh’s Law (https://www.hughslaw.uk/). This distinction allowed us to provide a focused narrative for both the charity’s general mission and the specific legislative campaign.
But our involvement didn’t stop there. To support a recent campaign day at the Houses of Parliament, we delivered a suite of creative and print assets including:
- Event Banners
- Placards and Protest Signage
- Informational Booklets
- Social Media Assets
- Website Content Uploads & Design Tweaks
We worked closely with the charity’s founders to ensure every visual element matched the gravity and urgency of the message. From typeface choices to colour schemes and accessibility, every detail was intentional.
Content with Purpose: From Parliament to Public
Our creative materials were featured prominently at Westminster, where campaigners met with MPs to raise awareness and lobby for legislative change. These assets helped turn emotion into action – arming supporters with clear, concise messaging to explain why Hugh’s Law is so urgently needed.
The digital assets, including explainer graphics and case study layouts, were created with accessibility and mobile-first responsiveness in mind, ensuring the campaign message was equally impactful online as it was in person.
We also supported content updates for the News & Events section on https://www.hughslaw.uk/newsandevents, where videos and new press content will continue to be added. The charity’s JustGiving page (https://donate.justgiving.com/charity/itsneveryou/donation-amount) is now easily accessible from both websites.
Who This Helps – And Why It’s Urgent
This campaign is not hypothetical. Thousands of UK families each year find themselves in impossible positions—balancing work, care, and emotional survival. The current system offers no realistic safety net. Hugh’s Law would change that.
When charities like It’s Never You step forward, creative and digital support becomes vital. Visibility leads to action—and design drives visibility.
Quick Answers: FAQs about Hugh’s Law and Datum’s Role
What is Hugh’s Law in simple terms?
Hugh’s Law is a proposed piece of legislation to ensure parents of seriously or terminally ill children receive paid leave from day one – something currently not guaranteed.
Who benefits from Hugh’s Law?
Parents, carers, and ultimately children who need their families close during life-threatening medical crises.
How did Datum help?
We designed the Hugh’s Law microsite, created campaign materials for Parliament, updated online content, and ensured consistency across all brand touchpoints.
Can I support the campaign?
Yes. Visit https://hughslaw.uk to learn more or donate at https://donate.justgiving.com/charity/itsneveryou/donation-amount
Why Work with Datum?
Working with Datum means more than just beautiful design. It means:
- Creative that drives awareness and engagement
- Print and digital delivery that meets critical deadlines
- Collaborative support grounded in empathy, clarity, and action
- Consistency across all platforms – online, in print, and in-person
Our clients – charities, schools, brands, and businesses – rely on us not just for creative execution, but for partnership.
