Shape History, the social impact agency, has teamed up with Big Give, the UK’s largest match-funding charity, to launch the annual Christmas Challenge. This festive event highlights the power of donation matching, giving people the chance to make their contributions go twice as far.
From 3rd-10th December, every pound donated to over 1250 participating charities will be matched, amplifying the impact of each gift and allowing supporters to double the difference they make this Christmas.
To capture attention, Shape History’s digital and OOH campaign takes all the things that usually come in ones at Christmas time – the star on the tree, a certain red-nosed reindeer, Santa Clause himself – and clones them to show the magic doubling impact of the Christmas Challenge. The goal is to engage a wide audience of UK donors through Meta, X, TikTok, and YouTube ads, as well as OOH displays across London – urging that they seize this opportunity to double their impact.
The challenge was announced on 26th November with a joyful hero video that taps into the festive spirit, sharing real thoughts from the public on the things they would double about Christmas. The video features star-studded cameos from former football manager Harry Redknapp, comedian Alan Carr, actress Adjoa Andoh, and influencer Nikki Lilly, helping bring this joyful message to life.
Throughout the week-long campaign, additional celebrities will join the efforts, including Coronation Street actor Kevin Kennedy, TV personality and former rugby player Giles Clarke, Challenge Anneka presenter Anneka Rice, and Michelin-starred chef Tom Kerridge. Their support helps shine a spotlight on the campaign, encouraging a wider audience to take part in this unique fundraising opportunity.
In addition, Big Give’s social channels will feature a series of playful vox pop videos, capturing candid street interviews where people are asked whether they’d prefer to keep a £5 note, no questions asked, or double it and donate the matched amount to a cause close to their heart. They also share what they’d love to double at Christmas. Posted throughout the week, these videos will build momentum, sparking curiosity and encouraging viewers to follow the series to discover what people decide.
The campaign comes at a critical time, as households and charities continue to grapple with high living costs. Shape History has crafted a message that cuts through the noise of busy Christmas advertising, offering a simple call to action: visit BigGive.org to make double the difference this Christmas.
Shape History’s creative approach ensures the campaign stands out in the crowded festive advertising landscape. By focusing on the joyful idea of “doubling the difference,” the team has crafted a campaign that is both fun and impactful. Whether it’s another mince pie or an extra helping of holiday cheer, the campaign draws on the spirit of Christmas, reminding people how small acts can lead to big change.
Joe Slawinski, creative lead behind the campaign at Shape History, said:
“Christmas is the time when we’re most likely to say, ‘Oh, go on then’ – whether it’s indulging in an extra treat or being more generous. We’ve tapped into that sense of doubling joy and kindness to inspire people to give, and show them that the Christmas Challenge is an easy and powerful way to make a bigger difference this December.”
By focusing on the exciting matched funding mechanism, the campaign offers something fresh and different, moving beyond the typical fundraising tropes.
“It’s a great way to reach new audiences, especially those who might usually scroll past traditional charity adverts. By highlighting both the fun and the impact of donation matching, the Big Give campaign invites people to join in on a festive moment of giving and double the difference,” Slawinski added.
Since its launch, Big Give has raised over £300 million for UK charities, with the Christmas Challenge alone bringing in £33 million in 2023. This year, the campaign aims to continue that momentum, supporting thousands of causes—from mental health to climate action—that rely on the generosity of the public.
Alex Day, Managing Director of Big Give, added:
“This campaign really captures the Christmas spirit of generosity, and with a bit of fun to boot, it shows how match funding can make every donation go twice as far, no matter how much you give. We’re thrilled to be working with Shape History for the second year running. Their creativity, passion, and understanding of both social impact and how to meet the audience where they are make them the perfect partner for the Christmas Challenge.”
For more information on Big Give’s Christmas Challenge and to double your donation this Christmas, visit BigGive.org.
