Campaign details
Brand: Save the ChildrenBrand owner: Save the ChildrenAgencies: MediaCom UK, Channel 4Market: United KingdomIndustries: Charities & voluntary organisationsMedia channels: Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Leading children's charity Save the Children launched Christmas Jumper Day in 2012. But as the scheme became widespread, a problem arose: people forgot to donate to the charity. People needed to be reminded there was a charitable cause behind the fun.
The budget was small, not enough to compete with Christmas advertising...