CHRISTMAS JUMPER DAY

Create a fundraising focal point with a mass participation event

Assignment

This is all about finding cost efficient ways to drive engagement, fund-raising of course and supporter recruitment.

Action

The key demographic we had to reach was office workers.

It was evident that to reach and galvanise them we had to build awareness of the event, create synergy between the event and the brand, while driving a very efficient cost per registration.

Since the launch of this event we have used a multifaceted approach, utilising a mixture of broadcast and highly targeted media. This includes Sky & C4, Capital, Heart & Kiss, Metro & Time Out, cinema and posters on commuter trains.

Judgement

From a standing start in 2012, Christmas Jumper Day is now the 9th largest charity fundraising event in the UK.

Last year over 43,000 registrations were achieved, generating £4m for Save the Children.