#RealityXmas Christmas Card Campaign

McCann London for Doctors of the World UK


The medical charity Doctors of the World UK's daring 2016 Christmas cards starkly juxtaposed vintage biblical nativity scenes with modern-day photographs of Middle East conflict zones.

The cards, with names including ‘Not So Silent Night’ and ‘The Star of Bedlam’, were designed by advertising agency McCann London, featuring photojournalism from Associated Press taken over the previous year.

Rather than making a religious statement, these images sought to remind the public that in 2016 war had forced millions of people from their homes and they really needed our help.

This “#RealityXmas” campaign also aimed to bring in funds for Doctors of the World’s medical work in the region and boost the charity’s brand awareness through media coverage.

And it was wildly successful, achieving 1.18 billion aggregated impressions through positive coverage in media outlets such and CNN, TIME Magazine, BBC Online and scores of other high-profile publications globally.

The cards sold out in 48 hours and helped raise more than £34,000 for the charity’s work.

At the end of the campaign the charity delivered a petition to Downing Street asking for aid corridors to Aleppo signed by more than 150,000 of Doctors of the World’s global supporters.

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