Save the Children hands Dundas Christmas Jumper Day brief

Save The Children has tasked Dundas Communications with helping it smash previous records for its Christmas Jumper Day Campaign.

Christmas Jumper Day: Upping the fundraising ante
Christmas Jumper Day: Upping the fundraising ante

Dundas was handed the brief after a non-competitive pitch as the charity more than triples its fundraising target for the event on 12 December from £1m last year to £3.5m.

The campaign will involve a co-ordinated PR effort to help get the public to wear festive knitwear and donate £2, with a particular focus on those aged 25 to 35.

Save The Children head of PR Helena Wiltshire said: "We have a PR plan produced by the in-house team and we needed someone to amplify it and help with a real media push on this.

"The campaign has been going for three years and wasn’t planned as a long-term fundraiser but became so successful we realised we could capitalise on it."

Social media will play a key element in the comms efforts, she added, with corporate partnership and work with celebrities also key. 

Last year’s six-week campaign involved work with House PR and generated more than 1,400 pieces of coverage. 

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