Over £2 billion is wasted on unwanted presents each year, yet over a third of Britons (38%) said they were more likely to give to charity at Christmas. For Send a Cow, the longest standing and first UK provider of virtual gifts, we turned that into a story about ethical giving: gifts of tools, seeds and livestock that help a family lift itself out of poverty. A long-serving member of the charity's team went on air across a radio day of interviews. The broadcast PR campaign secured 28 items of radio coverage reaching 2.9 million listeners, including BBC Radio Devon and BBC Radio Leicester.
Send a Cow wanted to educate the public about buying ethical gifts and raise awareness of Send a Cow's mission and gifts at Christmas.
The message
Buying a gift from Send a Cow helps a family lift itself out of poverty, and it is the longest standing and first UK provider of virtual gifts.
The angle
Over a third of Britons (38%) said they were more likely to give to charity this Christmas, while over £2 billion is wasted on unwanted presents each year. Virtual gifts of tools, seeds and livestock were pitched as a meaningful alternative.
On air
A long-serving member of the charity's team
The result
28 items of coverage reaching 2.9 million, including BBC Radio Devon, BBC Radio Leicester.
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.
