On Monday 7th November, Metro lit up its pages for the NSPCC’s Little Stars campaign.
To coincide with the switch on of Oxford Street’s Christmas lights, a special edition of Metro was taken over by celebrities and advertisers urging Metro readers to donate £5 to the NSPCC’s Christmas campaign. Each page of the paper had the NSPCC lights running through them to encourage readers to name one of Oxford Street’s world famous lights for someone special in their life.
Working with the NSPCC and OMD UK, editorial content in the paper included a glittering Guilty Pleasures section guest-edited by Melanie C and in depth interview with rugby superstar Jonny Wilkinson. There was also a stellar style special featuring a photo shoot with The Vamps.
Further to the editorial content, Metro collaborated with advertisers on creative advertising solutions tailored specially to support the campaign, and 10% of the advertising revenue from the day’s paper was donated to the NSPCC.
The NSPCC Little Stars Christmas campaign allows donors to name an individual light in honour of a loved one in exchange for a suggested donation of £5. Together, the thousands of lights are making a dazzling Christmas display on the UK’s busiest shopping street and all money raised from donations will go to the NSPCC’s life-changing services that help keep children safe.
Sophie Robinson, Creative Director, Metro, said: “When we heard about NSPCC’s ambitions for Christmas, we just loved the passion behind the idea. Every department at Metro has contributed to producing this one-off sparkly edition which we are extremely proud of. We hope it brightens up the morning for our commuters, as well as contributing to this brilliant charity initiative.”