Save the Children's Christmas Jumper Day

Save the Children


What was the campaign aim?

Save the Children wanted to make its third Christmas Jumper Day the biggest and best so far. In homes, schools and offices, people were encouraged to wear Christmas jumpers and donate to the charity.

What methods were used?

The charity produced a tongue-in-cheek, shareable film starring the comedian Harry Enfield to promote the campaign. Other platforms included TV and radio advertising and a partnership with the supermarket Asda. It also staged a number of events, including a Jumper Jumble at Downing Street hosted by Samantha Cameron, the Prime Minister's wife.

How much was raised in total?

Save the Children reached its target of £3.5m in February, six weeks ahead of forecast, and current income from the campaign stands at £4.19m. Partnerships played a significant role. For example, its links with Asda raised more than £750,000. The charity recruited more than 50,000 people to act as organisers and captured the data of 70,000 text donors. The campaign got 1,750 pieces of media coverage.

What did the judges say?

Liz Tait, director of fundraising at Battersea Dogs & Cats Home, said: "This was a highly successful and sophisticated campaign."

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