I remember when I first experienced Save the Children's 2012 Christmas appeal. It was 14 December. I was sitting on the tube. Looking at the most ghastly piece of knitwear I'd seen for a long, long time.
Throughout that Friday I would go on to see dozens of God-awful jumpers all over London. Then there it was in the (just some of the £1.4 million earned media value that day). I may not have known it, but I was witnessing the birth of Christmas Jumper Day.