Victoria’s Promise launches interactive Christmas campaign
Victoria’s Promise, a women’s cancer charity, is launching a festive-themed media campaign to capitalise on the lucrative final run up to Christmas.
Viewers are asked to create a fun Santa selfie using a bespoke Hippy Santa creator and share their photo on social media using the hashtag #VPHippyXmas.
The aim is to raise awareness around the mental and physical struggles young women face when diagnosed with cancer. The idea is to encourage people to show their support of the charity through social media sharing with a designated hashtag.
True to form the charity have followed their purple colour theme through with this campaign, asking viewers to create Purple Hippie Santas. The purple theme is intended to compliment the colour of their brand identity by conveying “connotations of divinity, peace and magic”.
To encourage participation in the campaign, the most creative purple santa selfie will win a prize, with gifts coming from Aspinal of London, TopShop, NARS and Anastasia Beverly Hills. The winner will be announced on the 22nd, and will be chosen by Instagrammer and beauty blogger Laura Jenkinson - an ambassador of Victoria’s Promise.
The campaign is headed by Alex Eastman, co-founder and trustee of Victoria’s Promise, who has witnessed the damaging effects of cancer first-hand. Eastman co-founded the charity after his sister, Victoria, passed away from cancer at 29 years old.
Eastman has ambitious aims for the charity, with the hope of working with every NHS hospital in the UK within 10 years, a goal “I know we will achieve” with the right support.