NSPCC -
Light up
Christmas
for children
For its Christmas campaigns in 2017 and 18 the NSPCC was the first charity to take over Oxford Street’s world famous Christmas lights. With the aim of ’switching on’ Christmas and creating a campaign to give a brighter future for children in need of help by raising money for the NSPCC’s Childline service.
I worked across all copy for the campaign, coming up with the name, working on concepts and creating messaging that was used across digital, social and press. The switch on coincided with a celebrity and advertiser takeover of Metro, featuring NSPCC lights throughout the pages. We also utilised social media to get people involved asking them create their own light switch on. We even turned buildings across the country green on the same day as the switch on.
In its first year the campaign saw a footfall of 43.9 million during the Christmas season and 1.14 million during the lights switch on event. Most importantly, it also drove a huge increase in donations.
For the 2019 Christmas campaign we created this ad to show that Childline was there for children every day - even Christmas Day.