- Myleene Klass and Dom Joly front C4 ad break takeover featuring M&S, John Lewis & Partners and Waitrose & Partners, Moonpig, Smyths Toys and Duracell
- MediaCom North and Channel 4 aim to help Save the Children raise millions of pounds
Channel 4 and MediaCom North today announce an exclusive entire ad break takeover to raise awareness of Save the Children’s eighth annual Christmas Jumper Day, featuring five much-loved brands on Friday 6th December 2019.
The unique break will air during the broadcaster’s smash-hit Gogglebox at approximately 9.10pm and represents the first creative TV advertising partnership of its kind for Save the Children.
Save the Children ambassadors Myleene Klass and Dom Joly will be seen knitting their Christmas jumpers whilst hosting the ad break which includes a 60 second Save the Children film, followed by spots from Duracell, John Lewis & Partners and Waitrose & Partners, M&S, Moonpig and Smyths Toys in which characters wear their Christmas knits with pride. Most have adapted their creative specifically for this occasion.
This comes ahead of what the charity are hoping will be their biggest ever Christmas Jumper Day on Friday 13th December, when more than five million people across the UK are expected to take part in wearing a wacky woolly and raise more than four million pounds to give children in the UK and around the world a brighter future.
The TV campaign is the result of collaboration between 4Sales’ and MediaCom North who joined forces to generate maximum value for Save the Children.
Channel 4 will be supporting Christmas Jumper Day off air on social media and will be urging its staff across the UK to sign up to Save the Children’s Christmas Jumper Day and swap their favourite festive pullover with a colleague on the 13th December, eliminating the need to buy a brand new one.
MediaCom North has garnered additional backing from other industry cohorts to create a full activation package to amplify the campaign. The Metro, Evening Standard, Twitter, Ocean Outdoor, Social Chain Media and Spotify are all contributing to the fantastic cause with press, print, social and outdoor activity.
Ewan Douglas, Head of Nations and Region Sales, Channel 4 said: “We’re really proud of this collaborative campaign with Save the Children, MediaCom North and our many brand partners. 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!”
Sarah Button-Stephens , Senior Campaign Fundraising Manager at Save the Children said: “We’re so excited that our most wide reaching advertising campaign is happening on Friday 6th December, thanks to Channel 4 and the generosity of the brands that have got on board. We’re really grateful to M&S, Moonpig, Smyths Toys, Duracell, John Lewis & Partners and Waitrose & Partners who have really got in the Christmas Jumper Day spirit, as have some of their brilliant festive characters! Hopefully this will help make Christmas Jumper Day 2019 our biggest one yet and raise lots of money for vulnerable children around the world.”
The promotional package was the brainchild of MediaCom North.
Paul Cooper, COO, MediaCom North said: “As Save the Children’s media communications partner we pledged to help make this year’s Christmas Jumper Day the biggest and best yet.
“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.”
Paul added: “As a not for profit organisation with a strong CSR culture Channel 4 was the ideal partner for this unique approach to charity marketing, and we’re extremely proud that using our combined strengths we have managed to get such influential brands and businesses involved. We can’t wait to see the results and make this the best Christmas Jumper Day yet.”
Channel 4 - Claire Cumberland, firstname.lastname@example.org / 0207 306 8315
MediaCom North - Sorrel Ashton, email@example.com / 07809488383 or Kirsty Hunt 07816876091
Notes to Editors
Creative available on request
- Myleene Klass said: “I’ve been involved with Save the Children’s Christmas Jumper Day ever since 2012 when it first launched. It’s been incredible to watch it grow into an annual fundraiser that has raised more than £21 million for kids around the world and here in the UK. Every year CJD seems to get bigger and better, and the Channel 4 advert takeover is the icing on this year’s cake. With just one week to go until the big day, it really brings home what a massive date in the calendar Christmas Jumper Day now is to the UK public.”
- Dom Joly said: “I’m not usually one for silly charity initiatives but every year Save the Children’s Christmas Jumper Day gets the better of me and I can’t resist whacking on a ridiculous knit. With Channel 4’s involvement this year, hopefully even more people will sign up and take part to raise money for this wonderful charity. I’ve been lucky enough to see the work Save the Children do around the world, helping kids survive and thrive, so I know what a huge difference everyone taking part will make.”
- 10 second Save the Children branded peak time teaser ads featuring the iconic Channel 4 blocks in festive red and green launched on Sunday 1st December, encouraging viewers to tune in to the ad break on the 6th.
- Gogglebox is currently attracting a consolidated series average of 4.0 million viewers an episode and a 19.2% share of audience from 9-10pm on Friday nights.
- Mediacom North was appointed as the sole strategic media communications agency for Save the Children in May 2019 following a five-month pitch process.
- The duration of the ad break take over totals 2 minutes 10 seconds and opens / closes with Myleene and Dom knitting their own Christmas jumpers.
- Save the Children’s advert features Coach Christian who reminds audiences what Christmas Jumper Day is all about.
- A highlight of the ad-series is The John Lewis Partnerships’ Excitable Edgar wearing his own Christmas jumper with pride
- This is the first time M&S and The John Lewis Partnership have agreed to partner for an ad break.
- The unique collaboration sees the coming together of five media agencies, six creative agencies and one broadcaster for this great cause.
About Save the Children:
We do whatever it takes to save children. From their first moments of life, we work to get children the healthcare, food and water, safety and education they need to survive and thrive. We're on the ground in 120 countries and we’re there for children in their toughest moments, in the toughest places. Our pioneering work helps give children, no matter where they’re born, the chance to fulfil their potential.