NOAH'S STAR SECURES SELCO COMMUNITY HEROES WIN

We're excited to announce Noah’s Star as the third finalist of our 2026 Community Heroes initiative, recognising the charity’s dedication and support it provides for families of prematurely born and sick babies across Birmingham.

Standing out amongst the applications from June, the charity was selected by a panel including celebrity judge and TV tradesperson, Rob Bent. The campaign was relaunched this year, after research found that half of Brits (48%) say community spaces have disappeared in their neighbourhoods.

Noah’s Star will join seven more finalists selected between April and November 2026 to face a public vote in December to decide the overall Community Heroes 2026 winner, who will receive £15,000 in cash.

Founded from the lived experience of their founder, Jo-Anne Shellum, who experienced a premature birth herself and the loss of a child, Noah’s Star strives to make a difference to families who are trying to overcome the hurdles that accompany premature birth and neonatal complications.

The organisation provides emotional, practical and peer-led support to parents, siblings and their wider families both in hospitals and within the community. Its services also include compassionate bereavement support for parents following the loss of a baby. The charity works closely with healthcare professionals to reduce isolation, improve wellbeing and help families feel more confident and supported throughout their neonatal journey.

Thanks to the win, Noah’s Star has already secured £2,000 to spend in its local store, Selco Stirchley. This funding will be used to purchase essential outdoor resources and equipment to allow them to deliver outdoor Forest School sessions for families they support.

Jo-Anne Shellum, Founding CEO at Noah’s Star, said: "We are absolutely delighted to have been chosen as a June Community Heroes winner and are incredibly grateful to Selco for this generous support. Noah's Star supports families when their baby is born premature, sick or admitted to hospital, providing emotional support, practical help and opportunities to build connections with others who understand their journey.”

“The £2,000 in-store funding will make a huge difference, helping us develop our new outdoor space to create a welcoming, therapeutic environment where families can make positive memories together during difficult times."

Now in its sixth year – and with a bigger prize fund than ever before at £62,000 – the Selco Community Heroes initiative is designed to benefit small community projects that are building brighter futures for their local areas.

Simon Humpage, Head of MultiChannel Marketing at Selco, said: “The story of Noah’s Star immediately pulled on our heartstrings, and we knew we wanted to support them by crowning them a Selco Community Hero.”

“Charities such as Noah’s Star rely on donations to make their spaces more welcoming and functional for users, so we’re pleased to be able to aid them in improving their facilities. We’re proud to now be a part of the work they do and look forward to watching them grow.”

Local charities and community projects are encouraged to find out more about Community Heroes and apply online.