- 88% of parents feel they need to buy more to make Christmas magical
- But 9 in 10 (92%) children admit they’ve received a gift that they didn’t want or use
- And 73% children would give up a Christmas present to help another child in need
As part of Save the Children’s festive campaign launching today, new research explores what Brits think the Christmas spirit is really all about, revealing stark differences between adults and children. While the majority (88%) of parents feel under pressure to deliver a “magical” festive season through shopping and gifts, nearly three-quarters (73%) of children say they would give up one of their own presents if it meant another child in need could receive something essential. A massive 92% admitted to receiving a gift they didn’t want or use.
In addition, more than three quarters (78%) of the young people surveyed by Opinion Matters said that their Christmas wish this year was for every child to get what they urgently need – a powerful message of compassion at a time when childhoods everywhere face extraordinary challenges, from brutal conflicts to the pernicious impacts of the climate emergency. Here in the UK, almost 1 in 3 children face poverty this Christmas. Globally, 33 children are born into hunger every minute.
The research coincides with the release of a new campaign from Save the Children, which calls on the public to remember what matters most this Christmas season: giving help – and hope – to those who need it most. Filmed and produced by a crew including displaced Ukrainians now living in Georgia, and agency Ace of Hearts, the charity’s disruptive new film takes what at first appears to be a nostalgic, festive approach, following a convoy of glowing trucks as they progress along a snowy road, to the sound of comforting Christmas music. But in a twist on traditional festive advertising, it soon becomes clear these trucks aren’t delivering gifts or treats, but fundamental assistance to children caught up in conflict.
Supporting the campaign, long-standing Save the Children Ambassador and actor Ashley Jensen said:
“As the festive season approaches, we all focus on how to make Christmas special for our families. But amid the flurry of buying and prepping, it’s easy to lose sight of what really matters. It’s so heart-warming that, at Christmas time, children are wishing for other children around the world to get what they urgently need – and would even be willing to sacrifice one of their own presents to help. This shows that Christmas isn’t just about the gifts under the tree: the real magic comes from embracing empathy.”
Moazzam Malik, Save the Children UK CEO, said:
“This Christmas, too many children are waiting – not for treats or toys, but food, shelter, warm clothes and a safe place to play. With this campaign, we’re asking everyone to play their part to ensure that Save the Children’s dedicated teams can continue delivering vital supplies of aid – whether by truck or plane, donkey or drone – so that children everywhere can have the right to childhood, not just at Christmas, but every day of the year. This research is another reminder that when it comes to compassion, we can all learn from children – and, together, we can make a difference.”
Darko Skulsky, Co-Founder of Ukrainian production company RadioAktive, added:
“We were thrilled to take on this project for Save the Children and highlight why children around the world, including our home country Ukraine, should be in people’s thoughts this Christmas. In February 2022, the world we knew in Kyiv disappeared. We’ve lost so many friends and colleagues in the conflict, but I remain hopeful for a brighter future. When people watch the film we helped to create, I hope it’s a gentle reminder of what’s going on around the world and that Christmas is a time to help in any way you can.”
The ‘One Delivery That Matters’ campaign launches across TV, cinema, digital and social channels today, supported by an array of Save the Children Ambassadors, including Ashley Jensen, Dom Joly, Joely Richardson and Poppy Delevingne.
At Save the Children’s dedicated Christmas page, you can give a one-off gift or join thousands of people up and down the country taking part in Christmas Jumper Day. Help Save the Children deliver the best gift of all – a safe, happy and healthy childhood.
For more information visit: savethechildren.org.uk/urgent-delivery
