Action for Children

Digital fundraising campaign

Secret Santa

For children at risk of abuse and neglect, there’s very little to look forward to at Christmas, so safety and warmth and a hot meal may be the best gift they could receive.

With our client Action for Children, we set out to develop an annual Christmas fundraising campaign that would activate a mass audience. The challenge became making the act of donating feel as personal as possible, while retaining the anonymity of the children. And yet, giving a gift anonymously can be compelling.

The roots of Secret Santa lie in leaving gifts at people's houses, knocking on their doors and then running away. The child you help won’t know who donated but you will know that you made someone happy.

Bronze DMA Award