Sorry kids - it's Christmas again
Christmas campaign for Östergötlands Stadsmission
The assignment
Campaign
Film
Foto
A holiday that for many children means joy, warmth, Christmas presents and treats, comes with anxiety and fear for others. When Östergötland’s City Mission wanted to highlight the vulnerability of children during Christmas, Byn helped – with results so good that it was nominated in one of the country’s largest advertising competitions.
For many of the children, Christmas and the Christmas holidays are an extra difficult time. It can be a time when adults drink more and when the difference between having and not having is extra clear.
On behalf of Östergötland’s City Mission, Byn developed the campaign “Sorry kids. Now it’s Christmas again.” With it, Östergötland’s City Mission wants to highlight that thousands of children in Östergötland live in vulnerability and poverty.
One of the most challenging consequences of exclusion is the hopelessness that many children can feel. When there is no faith in the future, children risk being drawn into destructive situations, such as crime. At Christmas, Stadsmissionen puts extra effort into creating joy, security and hope, which can help ease anxiety for a while.
The basis of the campaign was the film we produced to highlight this particular vulnerability. The film was shot by Sebastian Lindblad at Zanoonga Film, the stills were taken by Crelle Ekstrand at Crelle Photography and the doom-laden Christmas music was created by Viktor Löfgren at Sonara.
The campaign has been run regionally in Östergötland County, with exposure in digital channels, print channels, radio and in cinemas. At Christmas 2024, it generated a significantly increased amount of funds raised from both private individuals (+39%) and companies (+41%) compared to previous years. A result so eye-catching that the campaign was nominated for a prize in the 100-watt competition, in the category “Ideal and charity”.
At Christmas 2025, it was again highly exposed.