UNITED METHODIST

UNITED METHODIST COMMUNICATIONS

THE TRUE MEANING OF CHRISTMAS

SITUATION
Christmas means many things to different people. The folks at United Methodist Communications, the official communications arm of The United Methodist Church, asked us to help them get people to refocus on the true meaning of Christmas. To them, the true meaning of Christmas had been lost along the way for many people. Something was missing, priorities were misplaced.

ACTION
Our campaign focused on some incredible numbers to make each of us pause and think about our own take on the meaning of Christmas. The numbers we found were powerful – $6 billion spent on decorations each year, $564 billion on presents, $2.6 billion on gift wrap. And we asked why? For what? We invited them to reclaim Christmas by rethinking their spending during the holidays and instead, giving of themselves. By simplifying and spending time with those they love. By donating their time, lending their hands, sharing their compassion, and reclaiming the true meaning of Christmas.

RESULTS
A social and digital campaign funneled visitors to a :60 second animated video on the UMC Rethink Church website that shared the numbers with viewers in an engaging fashion, and invited them to refocus their own approach to Christmas. Verified by an independent tracking firm, the video enjoyed 22 million completed views, and drove tens of millions to the UMC website.