Save the Children is looking to show that even a small donation can make a big difference, in a campaign which aims to not make people feel guilty over the Christmas period.
The ad, created by adam&eveDDB, tells the story of nine-year-old Gerald whose home was destroyed by Typhoon Haiyan in the Philippines in 2013.
Gerald is seen helping out with the little things – such as feeding the family livestock, helping his younger siblings brush their teeth, carrying them to and from school and even sheltering them from the rain with his umbrella.
“When I’m helping, I’m happy, because my younger brothers and sisters make me smile. After the Typhoon, I changed. I helped my mother because I could see what she had been through. I changed because my siblings would be miserable if they had nothing to eat. I want to give food to the younger ones – if it’s given to me, I give it to them,” said Gerard.
The ad officially debuted during The X Factor on Saturday 29 November, and will now air during numerous prime-time spots, including Big Bang Theory, I’m A Celebrity Get Me Out of Here, England’s Last Battle, Sunday Brunch, Homeland and the Christmas Day special of Downton Abbey.
Ceri Richards, director of brand and communications at Save the Children, said: “The idea behind our Christmas advertising campaign this year is real giving. It reflects on how giving even a little bit has the power to change lives for the better. In the films you see how Gerald who has so little, gives so much.
“We don’t want to make people feel guilty about enjoying Christmas, we just want people to reflect about what real giving actually means. We hope the idea inspires people to donate to Save the Children to allow us to continue the work that we do help save children’s lives and give them a better future.”
Save the Children has helped families similar to Gerald's by providing supplies including tarpaulins, hygiene kits and emergency toilets.
Mat Goff, managing director at adam&eveDDB said: "Christmas is a time for giving and a time for children. In this film, we want to remind people how giving even a small amount has the power to change children’s lives for the better."
The ad encourages the public to donate to Save the Children’s Christmas Appeal, take part in its Christmas Jumper Day on 12 December, or share with friends.