Women in Travel Retail+ (WiTR+) has named Morgan’s Army Charitable Foundation as its official charity partner for 2026.
Based in Wales, Morgan’s Army was founded by Natalie and Matthew Ridler after their son Morgan’s death from cancer, aged three. The charity supports families across South Wales affected by childhood cancer, with a particular focus on the often-overlooked siblings of young cancer patients.
The charity says, “Morgan passed away in June 2023, but his legacy endures through our commitment that no one fights alone.”
WiTR+ will aim to raise €15,000 in 2026 to fund a structured monthly and bi-monthly sibling support programme. The initiative is expected to benefit almost 500 children whose brother or sister is undergoing cancer treatment.
The programme will provide dedicated time, safe spaces and carefully designed activities to help siblings explore their emotions, build confidence, connect with peers who share similar experiences and feel supported during an exceptionally challenging period for their families.
These children are frequently described as the “forgotten siblings”. This is not through a lack of parental care, but because serious illness places extraordinary demands on family time, attention and emotional resources. Morgan’s Army seeks to address this gap through early, compassionate and sustained intervention.
The scale and reach of the programme are supported by the contribution of numerous individuals and specialist agencies who work with the charity on a quasi pro bono basis, helping to maximise the impact of funds raised.
Morgan’s Army was nominated by The Moodie Davitt Report COO Sinead Moodie and Publisher Irene Revilla in a joint proposal.
Sinead Moodie has been bravely fighting her own battle with cancer. In her inspiring Blog, which has attracted an extraordinary readership in the tens of thousands both direct and via LinkedIn, Sinead shares that she been diagnosed with NUT Carcinoma Lung Cancer, a rare and aggressive variant of the disease.
Commenting on the nomination, Revilla said: “Due both to its admirable emphasis on supporting the siblings of child cancer patients and to its South Wales base (not far from where Sinead Moodie lives), Morgan’s Army carries particular resonance for both The Moodie Davitt Report and the Moodie-Miller family in the current circumstances with Sinead’s health.
Revilla continued: “As many in the industry will know, Sinead has been diagnosed with Stage 4 NUT Carcinoma Lung Cancer, an ultra-rare, very aggressive variant of the disease. A lifelong non-smoker and mother of two young children aged five and two, she is currently undergoing treatment at The Royal Marsden Hospital in London, supported by her husband Adrian.
“While often overlooked, sibling support is critical,” she added. “These children are living alongside trauma, uncertainty and fear at a formative stage of their lives. Providing early, compassionate and structured support can make a lasting difference – not only to the sibling, but to the long-term wellbeing of the whole family.
“With WiTR+’s support, Morgan’s Army can step up its wonderful work to ensure that siblings do not feel invisible during their family’s cancer journey.”
#KickCancerThon gathers speed
Travel retail and aviation sector reaction to The Moodie Davitt Report’s forthcoming #KickCancerThon has been extraordinarily supportive, with brands, retailers, airports, agencies, other industry stakeholders and fellow travel retail media all offering their support. Click here for the latest updates. To recap, #KickCancerThon is a global but localised fundraiser and visibility campaign for cancer research. KickCancerThon is the brainchild of Sinead Moodie, The Moodie Davitt Report’s Chief Operating Officer. How to participate in #KickCancerThon
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WiTR+ Chair Sarah Branquinho added: “From the moment Morgan’s Army was put forward, it was clear that this was a charity whose mission aligns powerfully with WiTR+’s values. Supporting siblings who are so often overlooked during a child’s cancer journey is both deeply compassionate and urgently needed.
“This is a charity doing vital work with care, humility and purpose. Supporting Morgan’s Army allows our community to help ensure that siblings feel seen, supported and less alone during an unimaginably difficult time. We are incredibly proud to stand behind their work in 2026.”
WiTR+ is calling on its global membership and the wider travel retail community to support the initiative, led by Irene Revilla and Sinead Moodie, and to help back a small charity with a significant social impact. ✈
