Since launching in 2012, Christmas Jumper Day has become Save the Children’s headline fundraiser. But only 12% of people associated the day with STC – it had lost it’s charitable meaning.

To reclaim ownership in 2019, MediaCom and Channel 4 generated a unique ad-break takeover – disrupting charity comms by forgoing distressing imagery for Christmas cheer.

Famous STC ambassadors’ book-ended the ad-break and major Christmas campaigns – including John Lewis & Partners – appeared within it, featuring Christmas Jumper Day in their creative (even Edgar the Dragon was in festive knit).

Results? A 33% uplift in the brand attribution.