The concept was the biggest challenge and had to be handled very sensitively. How could we create an emotive video that would tug at heart-strings without showing the sad reality of what people were facing? We decided to film children talking excitedly about their favourite part of Christmas, before posing the question of what Christmas would be like without these things. The natural, reflective and innocent reactions of the children made for an incredibly moving video. 

The video had a huge impact and the appeal raised more money in 2018 than it had done in any previous year.