Four in five adults would receive a Christmas present they neither like nor need. With around £8 billion set to be spent on gifts, nearly half (46%) finding choosing them difficult and 61% admitting they give simply for the sake of giving, we built Concern Worldwide's broadcast PR campaign around a more meaningful alternative. Concern Gifts are virtual gifts that support work bringing food, clean water, good health and education to the world's poorest countries. We put a celebrity charity patron, an actor and television star, on air with the charity's executive director across a radio day of interviews. The campaign secured 16 items of radio coverage reaching 3.7 million people, including Sky News Radio, BBC Radio Devon and BBC Radio Kent.
Concern Worldwide wanted to raise awareness of its work for the world's poorest people and position Concern Gifts as a meaningful Christmas present.
The message
This Christmas, Concern Gifts offers virtual gifts that support work bringing food, clean water, good health and education to the world's poorest countries.
The angle
Around £8 billion was set to be spent on Christmas gifts, yet four in five adults would receive something they neither like nor need. Nearly half (46%) found choosing gifts difficult and 61% admitted giving simply for the sake of giving.
On air
A celebrity charity patron (an actor and television star) and the charity's executive director
The result
16 items of coverage reaching 3.7 million, including Sky News Radio, BBC Radio Devon, BBC Radio Kent, BBC Radio Essex.
About Christmas
Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Christmas for 2026?
Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
