Aardman is a very special partner that enables Save the Children to reach wider audiences with greater impact. As a multi-Academy Award® and BAFTA® winning studio they bring content creation and story-telling expertise as well as access to a stable of beloved characters, and together we have been able to craft some amazing collaborations.
Home
Our partnership begun with the co-development of the Home short film, which was created to highlight the experience of refugees around the world. It was inspired by the real-life stories of children we’ve worked with displaced from Ukraine, Afghanistan, Yemen and Syria.
In 2023, we worked with over 800,000 children who had to leave their homes in Ukraine, connecting with communities and local partners to help those families find homes, access local services and support their children’s learning.
Shaun the Sheep - Head of Wool
In 2024, the family favourite and national treasure Shaun the Sheep became our ‘Head of Wool’ to help raise awareness of Save the Children’s Christmas Jumper Day. Since 2012 our Christmas Jumper Day campaign has asked schools and offices up and down the country to fundraise for children in the UK and around the world. Tinsel is put up, cakes baked and Christmas jumpers worn as children, teachers, business owners and employees come together to celebrate.
The world first met Shaun in Wallace & Gromit’s A Close Shave, on Christmas Eve 1995, where his now famous Christmas jumper was crafted by the Knit-o-matic. These Christmassy credentials, combined with his ingeniously crafty nature and ability to knit the Flock together, make him the perfect appointment as our Head of Wool.
The Knit Before Christmas
Shaun led our campaign to encourage school participation in Christmas Jumper Day appearing with the rest of his Mossy Bottom Flock in ‘The Knit Before Christmas’ . A newly created film and a play on Aardman’s festive Shaun the Sheep: The Flight Before Christmas which embraces the anticipation and magic of Clement Clarke Moore’s The Night Before Christmas. The animation has a simple call to action with Shaun the Sheep encouraging others to ‘Join the Flock’ by visiting ChristmasJumperDay.org.uk website.
The Knit Before Christmas was viewed 591,000 times and was awarded ‘Nation’s Favourite’ charity ad by System 1, a leading advertising evaluation company.
Christmas Jumper Day Campaign
Shaun also appeared on pin badges and patches available in our stores and online. He featured on handknitted jumpers worn by celebrity ambassadors like Ellie Taylor and was seen in a plethora of magazines, websites and influencer posts as part of a huge PR campaign. As our Head of Wool, Shaun the Sheep enabled over 300 pieces of coverage reaching over 100 million.
Launde Primary School Premiere
Shaun attended our special The Knit Before Christmas Premiere event at Launde Primary School in Leicester, a school that had fundraised the most the previous year. Walking the knitted red carpet alongside Ashley Jensen (Extras, Shetland, Nativity) the event was picked up by Lorraine, bringing attention to Christmas Jumper Day on daytime TV country-wide in the build-up to the big day.
Shaun will continue to help us strengthen our audiences for Christmas Jumper Day 2025.
Howie Clarke from Aardman, PARTNERSHIP AWARDS 2025. The Gherkin. 14/5/25
Award Winning
Aardman won Save the Children’s Award for Inspiring Action for Children at Scale. This was in recognition of the value of their assets and content creation, its’ power to entertain, inspire and influence, so we can reach more, raise more and do more to create lasting change for children in the UK and around the world.
