It’s the first brief issued to the PR roster that the Manchester agency was appointed on earlier this year. Amaze beat off three other agencies to win.
The Letter from Santa initiative, which has been running for 16 years, sends a child a personalised letter from the great man in return for a suggested donation of £5.
Amaze pitched a range of media relations tactics to build momentum in the lead up to Christmas, with the first seeing the NSPCC announce that Santa had joined LinkedIn to help recruit some copywriting elves to help with the busy festive rush.
Senior account director Samantha Jones, formerly head of PR at Save the Children, will lead the account.
She said: “Amaze is delighted to be supporting such a great cause, and is thrilled to have won the first brief on the new PR roster. We were brimming with ideas to support this fantastic fundraising initiative.
“The campaign combines a number of creative PR tactics which aim to capture the magic and excitement of receiving a letter from Santa whilst dialling up the high levels of personalisation that the NSPCC letters contain.”
Ali Jeremy, NSPCC’s director of communications, added: “Amaze really demonstrated their creativity, coupled with a strategic approach to achieve cut through at a busy time of year. We’re looking forward to working with Amaze to raise vital funds for our ChildLine service, supporting vulnerable children across the UK.”
Amaze is also the NSPCC’s lead digital partner. Its other charity clients include Save the Children, Booktrust and Keep Britain Tidy.