Save the Children hopes TV push will make this year’s Christmas Jumper campaign its biggest yet

Save the Children is running its first TV adverts for its Christmas Jumper Day campaign as it looks to increase the appeal of the initiative and encourage sign-ups among people from “different walks of life”.

The ad, created by Adam+EveDDB, uses stop-frame animation to show various people, from children to grannies to dogs, wearing Christmas jumpers. The aim is to show that Christmas Jumper Day is a “fun and worthwhile campaign for everyone to support”.

The event itself takes place on Friday 12 December, with the charity asking for a £1 donation from children and £2 from adults to take part.

Tanya Steele, executive director of fundraising at Save the Children, says: “This year will be our biggest Christmas Jumper Day yet. We had over a million people take part last year and we want to see even more jumpers being worn this year.”

Save the Children has also tied up with a number of brands to boost awareness of the campaign. It has partnered with Asda on a range of Christmas jumpers that will cost between £7 and £14 and will be fundraising in Asda stores with the aim of raising more than £750,000 for the charity.

Costa will be supporting the campaign by selling a limited edition children’s book, while Pets at Home is selling Christmas jumpers for dogs with a donation going to Save the Children. The charity is also running a Celebrity Jumper Jumble at Westfield in Stratford on 18 November, giving people the chance to swap their own festive sweater for a celebrity’s for a £2 donation and a Secret Christmas Jumper Sale online where anyone can buy a sweater customised by designers including Giles Deacon and Lulu Guiness for £99.

The campaign aims to raise money to fund Save the Children’s work both abroad and in the UK. This year, the UK Government will be matching every pound raised by the campaign up to £5m .

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