We needed to give the target audience an experience of what it's like to be poor. So we raised the prices of traditional Danish Christmas goods to an extortionate level at one of Denmark's biggest supermarket chains, SuperBest. For example, Christmas cookies were priced at DKK 25995 instead of DKK 17. By using price tags as a communication platform we were able to reach our target audience in an unexpected way and make them realise what it's like to be poor. The extortionate high prices was followed by an asterisk leading to the campaign message; "Far too many families can’t afford Christmas. Please donate a sum at the cash register or via text."

The campaign raised DKK +1m which meant that Red Cross could donate Christmas Aid to +2,000 poor families. A result +400% higher than previous Red Cross Christmas Aid campaigns.