Making embarrassing knitwear into something to be proud of

IPA Effectiveness Awards Case Study 2016


In the wake of the financial crisis, 2012 was one of the toughest times to be a charity. With Brits giving less and more charities competing for every pound, Save the Children needed to find a way to engage new supporters. Pulling on a thread of culture, Save the Children took a guilty pleasure (festive pullovers), and turned it into a powerful fundraising and support-generating machine. From a tiny meme to a mass movement, Christmas Jumper Day became part of the fabric of Christmas. It generated a category-beating profit ROI between 2012 and 2014 of £3.31 for every £1 invested.

Click to purchase this case study >

“Rather than trying to ‘magic a behaviour out of thin air’ creatively, we found one that existed and gave it a shape that would fit our needs. Looking carefully at culture first and grounding it in honest, considered common sense, is what we believe has led to its success.”

Kate Hewitt, Head of Marketing Communications
Save The Children

Winners 2016

Gold Winner

Title

Making embarrassing knitwear into something to be proud of

Brand

Save The Children

Client

Save The Children

Agency

adam&eveDDB

Principal Authors

  • Toby Harrison - adam&eveDDB
  • Ben Worden - adam&eveDDB

Contributing Authors

  • Les Binet - adam&eveDDB

Credited Companies

  • adam&eveDDB - Creative Agency
  • -

A classic example of a good idea that just keeps growing as a result. It is not easy raising money from the audience identified, but it showed good targeting and use of partnerships with rolling amplification. Jan Gooding, Aviva

Shortlist 2018

Gold Winner

Title

Making embarrassing knitwear into something to be proud of

Brand

Save The Children

Client

Save The Children

Agency

adam&eveDDB

Principal Authors

  • Toby Harrison - adam&eveDDB
  • Ben Worden - adam&eveDDB

Contributing Authors

  • Les Binet - adam&eveDDB

Credited Companies

  • adam&eveDDB - Creative Agency
  • -

A classic example of a good idea that just keeps growing as a result. It is not easy raising money from the audience identified, but it showed good targeting and use of partnerships with rolling amplification. Jan Gooding, Aviva

Making embarrassing knitwear into something to be proud of

IPA Effectiveness Awards Case Study 2016


In the wake of the financial crisis, 2012 was one of the toughest times to be a charity. With Brits giving less and more charities competing for every pound, Save the Children needed to find a way to engage new supporters. Pulling on a thread of culture, Save the Children took a guilty pleasure (festive pullovers), and turned it into a powerful fundraising and support-generating machine. From a tiny meme to a mass movement, Christmas Jumper Day became part of the fabric of Christmas. It generated a category-beating profit ROI between 2012 and 2014 of £3.31 for every £1 invested.

Click to purchase this case study >