The best not-for-profit Christmas adverts of 2024

In a year where the UK’s housing crisis has continued to dominate headlines, Shelter’s Christmas advert both literally and figuratively hits home. The ad takes us into the life of a father and daughter facing homelessness. Through their imagination, they create a magical world of their own – escaping the harsh reality of their situation.

It’s a story that’s both beautiful and sobering, with the tagline “love alone can’t protect a child from homelessness” serving as a sharp reminder of the real struggles many families face during what’s meant to be the happiest time of year. Beyond the emotional pull, Shelter uses the campaign to encourage viewers to donate or get involved in advocacy for housing reform. It’s powerful storytelling with a purpose at it’s best, reminding us that we all have a role to play in creating a world where every child has a safe space to call home.

The Big Issue’s ’12 Days of Christmas’ ad is a striking counterpoint to the traditional Christmas jingle, with each “day” highlighting a harsh reality faced by those without a home during the holidays – whether it’s freezing nights, hunger or the loneliness of being overlooked.

What makes this campaign stand out is its boldness and refusal to sugarcoat the truth. Despite this, it doesn’t leave us in despair. The advert is action-driving, urgent viewers to support Big Issue vendors who work tirelessly to try to change their circumstances. It’s raw, real and reminds us that having a home at Christmas isn’t necessarily a given.

We were lucky enough to work with bereavement charity Winston’s Wish this year, to help launch their ‘Colour Their Christmas’ campaign. This campaign uses the powerful metaphor of colour returning to a young boy’s world as he receives help to cope with the loss of a parent.

This campaign blends sensitivity with creativity, showing that while Christmas can be an especially painful time for bereaved children, support can bring back light and hope. The campaign’s aim is to drive donations to help fund the charity’s vital work, giving affected families the tools to rebuild and find joy again. It’s a beautifully executed campaign that tugs at the heartstrings without being overly sentimental – a true testament to the transformative power of community and care.

In a year that’s brought greater awareness to digital poverty, O2’s ‘Snowing SIMs’ advert is both clever and impactful. The ad imagines a magical snowfall of SIM cards, landing in the hands of people who lack access to connectivity. By partnering with Good Things Foundation, O2 pledges to distribute free data to those in need, ensuring they can stay connected with loved ones this Christmas.

This advert not only raises awareness of a modern inequality but also provides a tangible solution. It’s a heartwarming reminder that sometimes the most valuable gift cant be found under the tree – it’s the ability to reach out to those who matter most.

These not-for-profit adverts make an impression- not just because they make us reach for the tissues but because they inspire us to act. Each of the above ads remind us that Christmas is about more than just festivities. It’s about connection, compassion and creating a world where everyone can share in the season’s joy.

Which if these campaigns resonated with you most? Get in touch to let us know!