The best Christmas campaigns of 2021

Christmas is a crucial time of year for charities and non-profits – not only to raise money, but also awareness of their causes. In fact, a recent report from Enthuse shows that nearly three quarters (73%) of the public intend to give to charity over the winter period.

 

In order to benefit from this season of goodwill, charities need to work even harder to help their campaigns cut through the noise and grab their supporters’ attention.

 

Here are some inspirational Christmas campaigns that have caught ours.

 

 

BookTrust – Light up a child’s Christmas

 

It’s the beautiful illustrations that really make this campaign. Created by Kate Hindley, the heart-warming images show children being lit up by the books they’re reading. The campaign has two aims: to promote a love of reading and to light up a child’s Christmas.

 

It asks for donations for books which will be sent to vulnerable children and aims to brighten the festive season for 16,000 children this year (1,750 more than last). It’s being promoted through social media.

 

 

Shelter – The drive 

 

A Mum and teenage daughter belt out Wham’s ‘Last Christmas’ in a car loaded with suitcases, off on a cold winter’s evening. It’s a scene most of us can relate to in some way. But the final shot of Shelter’s film shows the bigger picture as the pair pull over at their destination – a cold, dark car park.  

 

It ends with the message: ‘A car, tent or doorway shouldn’t be anyone’s home this Christmas’ and a call to donate. Thousands of people in the UK will be homeless this winter – that includes people living on the streets, staying on sofas and sleeping in cars.  

 

Shelter worked with Don’t Panic to create this emotive film which humanises homelessness

 

 

The Childhood Trust – Met Christmas Tree Appeal

 

Over a quarter of children living below the poverty line in London won’t have a present to open this year. The Childhood Trust, in partnership with the Met Police, have launched the tenth annual Met Christmas Tree Appeal to give the city’s most disadvantaged kids a gift.

 

This year, to raise awareness of the appeal, Lucky Generals created a series of visuals showing children opening empty toy boxes of ‘nada’, ‘not a dicky bird’, and ‘zilch’. Last year, the appeal saw 22,000 presents delivered for Christmas morning. They’re aiming for even more this year.

 

 

Crisis – Twelve nights

 

Crisis plays with the traditional ‘Twelve days of Christmas’ and flips it around. Its film, created with Don’t Panic, shows the harsh reality of homelessness, and the life-changing impact that Crisis has through its year-round support services.  

 

It shows six characters as they experience the devastation of being homeless – from sleeping on public transport to sofa-surfing – through to getting support from Crisis and making steps towards a new life. It has voiceovers from celebrities including Ellie Goulding and Emma Thompson.

 

 

Great Ormond Street Hospital – One step closer to home

 

This animation follows the story of one boy as he journeys from being in hospital to waking up on Christmas morning in his own bed at home.

 

The little boy is based on a real GOSH resident, Henry, who receives specialist care, and the magical socks represent donations. It’s heart-warming, beautifully animated, and will bring a tear to your eye.

 

 

Comic Relief and Walkers – It feels good to share 

 

Walkers and Comic Relief partnered up to remind everyone how important talking is for good mental health. The ad (created by VCCP) centres around a main character, Larry, arriving at a family Christmas party.  

 

In contrast to his people-pleasing responses, the emoji over his shoulder shows exactly how he’s feeling. He finds a friend in the kitchen and shares what’s really going on for him. It’s a great reminder not to take people at face value.

 

 

Shelter – The good fire 

 

Another great Christmas fundraiser from Shelter, this time featuring a 10-hour video of a crackling log fire. Simply watching the virtual log fire on YouTube raises money for the charity – Google AdSense revenue is generated every time it’s watched, and that money is donated to Shelter.

 

Above+Beyond created the campaign, which was inspired by virtual fireplace videos becoming a popular comfort during the pandemic. And as well as raising money, the video aims to highlight that many will be without the warmth of a home this winter.

 

 

Traidcraft Exchange – The injustice advent calendar

 

Instead of chocolates, this advent calendar gives the chance to make a difference every day of advent. Supporters sign up for 24 daily emails (or follow on Twitter or Instagram) offering actions they can take to make the world a better place. Each action takes only five minutes to complete, and includes signing petitions and writing to MPs.

 

Proving the power of collaboration, Traidcraft Exchange partnered with over 20 world-changing organisations to make this happen. The success of last year’s calendar is down to the variety of causes it highlights, meaning the audience stays engaged.