Make the world better with a sweater

Christmas Jumper Day - Save the Children

Every year, millions of school children, teachers, families and offices get involved in Save the Children’s Christmas Jumper Day, donning their daftest knitwear to raise money for one of the UK’s most beloved children’s charities.


Christmas Jumper Day is a massive, cross organisational campaign.

With millions of participants, the supporter journey is complex and varied.

Save the Children UK wanted support to develop and deliver the supporter journey across email.

They also wanted to test innovative new ways of engaging participants to deepen their level of activity in the run up to the big day.

What we did

Since 2014 Small Axe has been part of the Christmassy fun, and in 2016 we were commissioned to design and execute a digital mobilisation strategy that upped the ante again. Our comprehensive email journeys spanned marketing and stewardship with cold and warm audiences, culminating in 35+ creative emails delivered over four months.

We also illustrated and developed a package of iOS stickers that were downloaded hundreds of times from the Apple App store in the run-up to Christmas Jumper Day, testing a new innovation to help spread the cheer. 

Our work formed an integral part of an exciting multi-channel campaign, both online and offline, that made Save the Children’s Christmas Jumper Day a huge success in 2016.



  • Supporter journey strategy 
  • Email copywriting, design and delivery
  • Innovation concept, illustration and development

The numbers


Sign Ups