Save The Children needed to recruit more regular donors to fund their efforts to help freezing children in war and crises areas.

Each radio spot in the campaign begins as a romantic and nostalgic reflection on happy, secure childhood pre- Christmas memories, but it gradually reveals itself to be about something entirely different, specifically children suffering in war-torn and crisis-stricken areas, who are facing a harsh winter.

Save the Children has confirmed that although they increased their fundraising targets compared to previous years, and Norwegian private households have had less to spend this year due to an economic downturn, significant increases in mortgage rates and energy prices, as well as general costliness, the campaign contributed to achieving all goals, even well before Christmas rang in.