Agency: MRM//McCann New York
Objectives
Every holiday season, the U.S. Postal Service receives millions of letters addressed to Santa Claus. Most are written by needy children asking for help with basic needs. The Postal Service felt a responsibility to deliver these letters - letters written in hope of having a happy holiday. Operation Santa was started by the Postal Service to give the public an opportunity to respond to these undeliverable letters. Our goal was for every letter to receive a response. We wanted to make every New Yorker in our digital pilot program a Santa, and to prove...