How a nomination and a bit of deception made national TV

Written By Pauline Smith

One BIG thank you: How a thoughtful nomination reached millions—for free

I’ve had my fair share of interim comms roles over the years. The first? A contract with BT’s Customer Communication Unit, back when the office was in Temple, London. New to freelancing and still figuring things out, I was lucky enough to land somewhere with a smart, inspirational boss—John Turner.

John gave me one piece of advice that stuck: “Start with TV, work your way down.” In other words—aim big. Get the message in front of the biggest possible audience. If you do that well, everything else becomes easier.

That was before social media, before digital dominated, but it still holds true.

So when I wanted to recognise the incredible work of my friend Carole Hughes—who co-founded the charity Anna’s Hope with her husband Rob—I aimed high. I nominated her for the BBC One Show’s One Big Thank You.

Their charity, born from heartbreak after losing their daughter Anna to a brain tumour, has helped hundreds of children and families. From funding specialist nurses and rehab to co-founding Brainbow at Addenbrooke’s Hospital, their work is life-changing—and often life-saving.

But there’s only so much a charity can do with limited reach. Imagine what a prime-time TV slot could do—not just for awareness, but for the families who might need their help and don’t even know it exists.

Eight months, a few fibs, and lots of careful planning later, Carole got her surprise thank you. On national TV. At Chelsea Flower Show, no less.

Between two and five million people watched it.
Cost to me? An hour writing a nomination.
Cost to the BBC? Time planning, filming and editing.
Cost to Carole’s family, keeping it a secret? Some hair raising moments, probably.
Value to the charity? Immeasurable.

Here’s the point: meaningful recognition doesn’t have to cost a penny. Sometimes, it’s about finding the right platform and using it well.

Want to do the same?
Here are three ways to give someone their moment in the spotlight—without spending a thing:

Because when someone’s work is changing lives, a well-placed thank you can go a long, long way.

Pauline Smith
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