The charity has raised a staggering £460,000 since it was set up by Reuben’s parents just two days after his death on August 21 last year.
It is on target to raise £1 million to set up a retreat for families of children with life-threatening illnesses.
“The support from the travel industry has been fantastic,” said Reuben’s mum Nicola Graham, who until recently worked at Red Sea Holidays.
The ‘Elp us owt for nowt’ campaign encourages supporters to change Facebook profiles to the charity’s logo from August 21 until September 10, the day he would have turned three.
During the same period, industry employees are being urged to bake cakes and host fundraising sales in a ‘ReuBUNathon’.
A video of Reuben’s life will be released on August 23 during an event to thank the industry for its support. A memorial service will be held on August 24 to celebrate his life.
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