MediaCom North and Channel 4 created an exclusive entire ad break takeover to raise awareness of Save the Children’s eighth annual Christmas Jumper Day campaign .

This unique ad break was aired during the broadcaster’s smash-hit Gogglebox and was the first creative TV advertising partnership of its kind for Save the Children.

Save the Children ambassadors Myleene Klass and Dom Joly were seen knitting their Christmas jumpers whilst hosting the ad break. A 60 second Save the Children film was then followed by spots from each brand with many characters – including John Lewis’ excitable Edgar – wear their Christmas knits with pride.

More than five million people across the UK are expected to take part in Save The Children’s Christmas Jumper Day by wearing a wacky woolly and raising valuable donations to give children in the UK and around the world a brighter future.

The TV campaign is the result of collaboration between 4Sales in Manchester and MediaCom North who joined forces to generate maximum value for Save the Children.

MediaCom North has also garnered additional backing from other industry cohorts to create a full activation package to amplify the campaign. The Metro, Evening Standard, Twitter, Ocean Outdoor, Social Chain Media and Spotify are all contributing to the fantastic cause with press, print, social and outdoor activity.

Channel 4 will be supporting Christmas Jumper Day off air on social media and will be urging its staff across the UK to sign up to Save the Children’s Christmas Jumper Day and swap their favourite festive pullover with a colleague on the 13th December, eliminating the need to buy a brand new one.