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Action for Children uses the power of the public screen as a force for good to recruit Secret Santas for vulnerable children

Charity Action for Children is working with JCDecaux UK on a powerful cross-channel campaign appealing to people out and about in the run-up to Christmas to become a ‘Secret Santa’ for a vulnerable child.

The Digital and Classic public screen campaign in city centres, supermarkets and shopping centres and on major roads UK-wide is complemented by a private screen mobile campaign, through JCDecaux mobile partner Crossover, providing people with a straightforward route to donate straight away.

There are children all over the UK who face Christmas without food, warmth or love. Action for Children are doing everything they can to change this. Secret Santas can choose to make a simple donation, or to select a virtual gift such as a day’s food, a fun activity, or warm clothing for a vulnerable child.

In 2020, Action for Children supported more than 604,000 children, young people and families in the UK. 

"There are more than four million children living in poverty in the UK, and we know that families that were struggling the most were hardest hit by the pandemic.  This Christmas, we want to encourage as many people as possible to sign up to become a Secret Santa and bring support and happiness to vulnerable children. The Out-of-Home campaign has provided us with the perfect route to do this, bringing our message to huge numbers of people at a wide range of busy locations across the country." Fay Stevens Campaigns Manager, Action for Children
“I’m proud to see the proven power of the public screen working for such an important cause. This campaign, which will reach potential ‘Santas’ at the heart of shopping locations in the run-up to Christmas, can powerfully associate buying gifts for family and friends with buying gifts for those in need, encouraging further action and enabling Action for Children to help even more vulnerable children this year.” Mark Bucknell Chief Commercial Officer, JCDecaux UK

 Action for Children’s vision is that every child and young person has a safe and happy childhood, and the foundations they need to thrive. The charity protects and supports children and young people by providing practical and emotional care and support, making sure their voices are heard, and campaigning to bring lasting improvements to their lives.

Published in Cities, Retail