What’s it all about?

Shaun the Sheep in the Heart of Kent is presented by Heart of Kent Hospice, in partnership with Wild in Art, Aardman and Presenting Partner Maidstone Borough Council. The trail will take place in Maidstone and the surrounding areas and will feature up to 50 individually designed Shaun sculptures, accompanied by a flock of little Shauns. The large sculptures will be designed and painted by local and national artists and will be auctioned at the end of the trail to raise money for our Hospice, while the little Shaun sculptures will be designed and painted by young people from local schools and the community. They will form the Learning Programme and will also be part of the summer trail, before returning to have pride of place in their school and community group as a legacy of the event.

Shaun in the Heart of Kent is about partnership. It will bring together local companies, schools, community groups and creative sectors to highlight the area’s best assets, inspire civic pride amongst residents, and boost the local economy.

Find out more

Get Involved!

If you would like to become an Official Partner or Sponsor, please speak to us. These special opportunities can be tailored around your business, to support the trail as a whole or specialise in one area such as the Learning Programme or Community Programme.

We’ve created a Sponsor pack containing all the information you need to know.

What did Elmer’s Big Heart of Kent Parade achieve?

£2.2m

Gross value-added economic impact

+£312k

Was raised for Heart of Kent Hospice

+230k

People enjoyed the free walking art trail

+10k

App downloads

48%

Of people spent five or more days visiting the trail

+17k

Miles were recorded on the app pedometer

+50%

Of all visitors said it was their main reason for visiting Maidstone

This is an opportunity you don’t want to miss

The trail will give you and your company a fantastic opportunity to build your profile publicly, engage with key internal and external stakeholders in a fun and imaginative way, and show your support for Heart of Kent Hospice and all the families across the area who rely on us.

Other Sponsor benefits include

Raise your profile and brand awareness

Demonstrate your commitment to your local community

Engage with your customers and colleagues

Receive invitations to exclusive Partner and Sponsor events

Generate engaging social media and press content for your channels

Have dedicated account management support

Register your interest
Shaun the sheep in the heart of kent partner launch

Don’t just take our word for it!

“In the Summer of 2021, we were delighted to be the Presenting Partner for Elmer’s Big Heart of Kent Parade in support of Heart of Kent Hospice. As a local based company in Kent with many of our employees living around the Maidstone area, we were inspired from the moment that the team at the Hospice told us their vision of a giant parade of Eimers taking centre stage across the town to raise funds for a charity so close to our hearts. It was an opportunity that we just could not miss. And what a success it was with over £300,000 raised at the auction.

As Presenting Partner, we were keen to raise the profile of our business as well as helping to bring the people of Kent, other local businesses, and schools together to raise the profile of Maidstone and the fantastic service that the Hospice brings to so many people. In the end we got all of that and so much more, with the team at Chartway enjoying a ‘feel good’ summer, with lots of fundraising activities in the lead up to the main event and getting caught up in all things Elmer from cake sales to quizzes, as well as helping as Trailmakers and joining in the trail with our families and friends. We enjoyed the whole Elmer journey, were overwhelmed by what was achieved, and look forward to seeing what the next chapter brings!” – Ian Savage, Group Chairman Chartway Group 

Rachel Street, Chief Executive of Heart of Kent Hospice said of the trail announcement

 “Since, Elmer’s Big Heart of Kent Parade, the question our supporters and the public have been asking is, ‘will there be a second art trail?’ I’m thrilled that we’ve now publicly confirmed another trail and revealed the sculpture. I hope everyone agrees that Shaun the Sheep is a great choice and will build upon the success of Elmer. Shaun is cheeky and mischievous, and surrounded by his farmyard friends he lives life to the full – the care we provide to patients and their loved ones lets them know they are never alone, as we support them to have the best quality life for as long as they live.

We hope our next trail will be enjoyed as much as Elmer’s Big Heart of Kent Parade and together with local businesses, schools and community groups, we can make it an even bigger success for the local area and our Hospice.”

Rachel Street Chief Executive of Heart of Kent Hospice

Thank you to our Partners and Sponsors


Thank you to our wonderful Official Partners and Sponsors who are generously supporting our Shaun in the Heart of Kent Art Trail.

Without both our Partners and Sponsors support this unique event could not happen, each and every one is committed to ensure there is a lasting legacy both for Maidstone and Heart of Kent Hospice.

“Maidstone Borough Council is delighted to be supporting this project with Heart of Kent Hospice. We will be the Official Presenting Partner and very pleased to once again be part of this important public art trail when it comes to the County Town of Kent in 2024. We all saw the fantastic positive impact both for our residents, visitors and the economy by attracting people to the area, bringing benefits to local businesses whilst raising funds for the Hospice and look forward to welcoming Shaun to the Heart of Kent very soon.”

  • Mayor of Maidstone – Cllr Derek Mortimer

Our Partners and Sponsors