The campaign is designed to encourage people to buy gifts that give back to NHS Charities after a momentous year has seen the public give over £140 million to those charities.
‘The Gift’ is NHS Charities Together’s first-ever Christmas campaign. The work highlights the amazing work of NHS staff battling Covid-19, and has been created in partnership with major brands such as Starbucks, Marmite & Co-op to help raise vital funds for the NHS Covid Appeal.
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CharityFather Christmas, Santa; this mythical, white-bearded being at the heart of many festive celebrations and imagery is the star of a new campaign from NHS Charities Together, in its first ever Christmas campaign.
Created by Iris, the campaign centres around a film starring an elderly man being nursed back to health by NHS staff, working tirelessly and selflessly to keep him safe. The man makes a full recovery and is allowed home in time for Christmas. It is only when the film’s hero nurse finds a present from Santa that it dawns on her who her patient really was.
A number of major brands have partnered with the charity to sell products throughout December, with proceeds going to NHS charities across the UK, including Starbucks, Marmite, Co-op, Swarovski, Kindred and Batiste. Every product sold will trigger a donation to the appeal.
The campaign was created in just four weeks from idea to launch, with numerous lockdown restrictions to abide by, and real NHS staff both offering advice throughout the process including on the shoot and starring in the film itself. The soundtrack features a specially recorded version of ‘People help the people’ by Birdy, performed at her home during lockdown.
The campaign is designed to encourage people to buy gifts that give back to NHS Charities after a momentous year has seen the public give over £140 million to those charities. The money raised will go towards providing whatever support will make the biggest difference to staff, volunteers and patients.
Ellie Orton, CEO of NHS Charities Together, explained: “I’m in awe of what the team behind the ad have managed to do in such a short space of time. It’s been a huge effort and I think the end result is a wonderful tribute to the NHS staff and volunteers who have been there for us in such a difficult year.”
This year, Christmas is going to look remarkably different for almost everyone, but none more so than for the NHS staff selflessly caring for people around the country. This campaign is a timely reminder that we all have the capacity to be selfless this Christmas.
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