Save The Children: Making embarrassing knitwear into something to be proud of

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.