Childhood Trust

The Childhood Trust - The Big Give

Our campaign for The Childhood Trust increased funds raised for The Big Give from £1.5m in 2017, to £1.9M in 2018. A huge 27% increase!

Childhood Trust
Childhood Trust

The Childhood Trust’s emotive Christmas ad is a far cry from your typical Christmas campaign built to encourage more festive shopping.

Challenging the traditional Christmas ad, the charity’s festive tale is one grounded in reality. Research conducted by the Childhood Trust that revealed 700,000 children in London live in poverty, many of whom will receive no presents.

The ad follows a seasonal worker dressed up as Santa Clause in a shopping centre’s Grotto, handing out gifts to children, before taking his paycheck and heading home on the bus.

The reality of our Santa’s sad situation emerges once he enters the door of his small flat, there are no Christmas cards, just debt reminders, and the only decorations are children’s drawings, which hang from the walls around a small bed, where two children sleep. 

The stark contrast from his day job handing out presents to strangers’ children, to the sad reality of a present-less Christmas for his own, hits home the extent to which austerity affects those around us.

Childhood Trust