The holiday season is one of the most wonderful times of the year. For some. However, while some children celebrate by eating turkey dinners and unwrapping their favorite presents, others are left to struggle and fight for survival each day. Which is why, Save The Children chose to shine a light on the children who struggle during the holiday season, and encourage the public to donate so that they can also have a Merry Christmas.

During the film, we can see several children singing along to the tune of “We Wish You a Merry Christmas”. However, unlike the traditional version of the song, the children we see aren’t singing with glee. They are struggling. Singing sadly as they face some of the worst challenges the world has to offer, such as war, natural disasters, and immigration. As the children sing, we notice that the lyrics of the song have changed. Instead of “We Wish You A Merry Christmas”, they are singing “Please Wish Us a Merry Christmas”.

The campaign had an organic reach of +200,334, and it managed to increase the donation conversion rate by 48% when compared to the previous year. More importantly, it managed to raise $3,226,059 in donations. The film only aired on Mexico but the brand is currently planning to launch it world wide this 2024.

The social behaviour that inspired this campaign was people’s natural tendency to always give their “best wishes”. We used this behaviour and turned it into a powerful call to action in order to show people that even if their wishes and intentions are pure, they mean nothing if they do not transform into tangible actions.

The campaign had an organic reach of +200,334, and it managed to increase the donation conversion rate by 48% when compared to the previous year. More importantly, it managed to raise $3,226,059 in donations, making this a Merry Christmas for all.

The casting of the children was essential. During the casting process, it was extremely important to have very diverse child actors and families, who could faithfully represent the regions in the world where children are suffering and asking for help. In addition to acting, the children had to sing.

Adversities that thousands face every day trying to make it to the next year.

The campaign had an organic reach of +200,334, and it managed to increase the donation conversion rate by 48% when compared to the previous year. More importantly, it managed to raise $3,226,059 in donations, making this a Merry Christmas for all.