Channel 4 has teamed up with MediaCom North for Save the Children’s Christmas Jumper Day campaign.
Tonight’s ad break takeover will be hosted by Dom Joly and Myleene Klass, featuring 5 brands including John Lewis and Waitrose, M&S, Duracell, Moonpig and Smyths Toys.
It’s the first promotion of its kind for the charity, and they hope to raise millions of pounds.
Ambassadors, Klass and Joly, will be seen knitting their Christmas jumpers whilst hosting the ad break, which includes a 60 Save The Children film. Most of the brands featured have adapted their creative specifically for tonight.
It will take place tonight at 9.10pm, during Gogglebox, supported by social media. MediaCom North has also negotiated additional coverage in newspapers, online and through OOH.
“As Save the Children’s media communications partner we pledged to help make this year’s Christmas Jumper Day the biggest and best yet,” explained Paul Cooper, COO, MediaCom North.
“Collaboration sits at the heart of our own approach and this is a fantastic example of what can be achieved when great businesses come together.
“Our aim is to emphasise that Christmas Jumper Day is a Save The Children fundraising event. Insights showed that while this annual event has become a national phenomenon, many consumers had lost sight of how this is a vital means for Save the Children to continue to support thousands of youngsters through their ongoing work by raising valuable donations.
“With strong awareness and a clear call to action we’re encouraging consumers to donate just £2 each to take part in the day. Hopefully we’re giving everyone a feel good reason to donate.”
Mediacom North was appointed as the sole strategic media communications agency for Save the Children in May, following a five-month pitch process.
“We’re really proud of this collaborative campaign with Save the Children, MediaCom North and our many brand partners,” said Ewan Douglas, Head of Nations and Region Sales, Channel 4.
“It continues Channel 4’s legacy for delivering original, creative ad breaks, whilst highlighting an important message for our viewers. We can’t wait to see our C4 colleagues in their Christmas jumpers next week!”
[Photo credit Tom Dymond/ Save the Children].
