Heroes Awards Launch Silent Auction to Support Elsie’s Rose, a charity who support bereaved parents.

The Heroes Awards have announced the launch of a special silent auction aimed at raising vital funds for Elsie’s Rose, a charity dedicated to supporting parents whose children are receiving end-of-life care and families navigating the devastating months following the loss of a child.

Elsie’s Rose provides practical and emotional support at a time when families are facing the darkest days imaginable. The charity focuses on alleviating everyday pressures so parents can spend precious time with their child and begin to grieve without the added weight of financial stress.

Support offered through Elsie’s Rose can include help with essential household costs such as rent,

mortgages, utilities, and food, as well as access to counselling services for parents and siblings. These gestures, though practical in nature, can make an immeasurable difference during a period when grief is physically and emotionally exhausting.

The auction, launched as part of the Heroes Awards’ wider charitable initiatives, will feature a range of donated items and money-can’t-buy experiences, with all proceeds going directly to Elsie’s Rose. The initiative reflects the Heroes Awards’ ongoing commitment to supporting charities that deliver meaningful, life-changing impact at a community level.

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Heroes Awards Director Alicia Hibberts said: “As a parent myself, I cannot begin to imagine the pain of losing a child. What Elsie’s Rose does is extraordinary — offering compassion through practical support when families are at their most vulnerable. This auction is our way of standing alongside those parents and helping ease even a small part of the burden they face.”

The blind auction will open on 1 November, exactly one month ahead of the Heroes Awards ceremony, giving both individuals and organisations the opportunity to place bids in advance. The auction will then continue to run throughout the awards night itself, allowing attendees to take part right up until the event concludes.

Speaking about the mission behind the charity, Elsie’s Rose shared: “We can’t change the unforeseen but we can change the support available to those families. Our aim is to take some of the pressure off parents and families during the darkest days they will ever experience, allowing them the space to grieve while knowing they are not alone.”

The Heroes Awards will take place on 1 December 2026 at The Chancery Rosewood, Grosvenor Square, London, bringing together leaders from across the highways, utilities, infrastructure, and construction sectors. The event is proudly supported by leading organisations from these industries, all united in recognising outstanding individuals while giving back to causes that make a real difference.

By supporting the auction, participants will be helping ensure that families facing unimaginable loss receive compassion, dignity, and practical help when they need it most. The Heroes Awards hope the initiative will not only raise vital funds, but also shine a light on the essential work Elsie’s Rose continues to do for parents and families in crisis.