Mission Christmas

Cash4Kids / Reliant the Robin

I’m immensely proud of what we achieved with Cash for Kids. They came to us wanting an air traffic controller character to help deliver their ‘Mission Christmas’ message, a character that could help steer Father Christmas to the right rooftops of underprivileged families that would ordinarily to be able to give Christmas presents.

My idea was Reliant the Robin. His red breast has a direct link to Rudolphs red nose, he could start his chest feathers flashing and signal the right chimney for Santa to deliver the much needed, donated presents. The last national campaign rolled out over press, POS, digital and radio.

On a very limited budget, over £21 million was raised! Helping out over 380,000 families, ensuring that they woke to a Christmas Day to remember.