Save the Children: Making embarrassing knitwear into something to be proud of

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Save the Children: Making embarrassing knitwear into something to be proud of

Principal authors: Toby Harrison and Ben Worden, adam&eveDDB
Contributing author: Les Binet, adam&eveDDB

Summary

In the wake of the financial crisis, 2012 was one of the toughest times to be a charity. With Brits giving less, and more charities competing for every pound. Save the Children needed to find a way to engage new supporters. Pulling on a thread of culture. Save the Children took a guilty pleasure (festive pullovers), and turned it into a powerful fundraising and support-generating machine. From a tiny meme to a...

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