the forgotten ones

No Christmas wish should go unanswered.

Every Christmas, the homeless receive food and clothes. But giftst, symbol of the season, rarely reach them. That’s why CASA, an NGO that supports the homeless, wanted to change that.

The idea was simple: take a tradition from those who have the most, and give it to those who have the least. Letters to Santa, written by the homeless themselves.

And this time, Santa wasn’t imaginary.

In the film we trick the viewer to believe we’re narrating a letter to santa from a child, However in the very last second we reveal it was actually written by homeless person.

In less than 2 weeks, every letter had its Santa In less than 2 weeks, every letter had its Santa

200 letters went online. In less than 2 weeks, every single one was adopted.

And the gifts went far beyond the average Christmas gift. There were VIP passes from the band on stage, plane tickets, and even job offers.

Media covered it. Brands joined in Media covered it. Brands joined in Media covered it. Brands joined in

From free radio spots to prime-time TV, the campaign made headlines. And soon brands joined in, donating their products to the homeless.

Lisbon’s became Santa’s mailbox Lisbon’s became Santa’s mailbox Lisbon’s became Santa’s mailbox

To spark buzz, giant Christmas stockings appeared on Lisbon’s trees. Each hiding letters from the homeless and inviting people to learn more.

But then something unexpected happened: dozens of letters showed up inside the stockings, written by schoolchildren to the homeless, with words of hope. A secret initiative organized by their teachers after seeing the campaign on TV.

Launched in 2016. Alive every Christmas since Launched in 2016. Alive every Christmas since

Markeeter

Every year, some letters to Santa are forgotten, CASA’s Christmas campaign gives them a voice

Notícias ao Minuto

The Forgotten Ones: Helping is as easy as a click