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Christmas 2013 saw the birth of over 900 Elves. This team of fun-loving elves were created by the public at Christmas to help WellChild, the national charity for sick children, on their mission to bring care and support to as many seriously ill children and their families as possible.
The campaign Microsite CreateYourElf.com, was ran throughout December, launching on December 1st, to promote WellChild’s work. Visitors to the Microsite could create their very own elf – give it a name, choose its outfit and share it on social media platforms. The main goal of the site was to raise awareness of the Charity work and generate new support, capturing new supporters details for further nurture marketing plans. Although raising funds wasn’t a primary goal, there was also an option to donate to support WellChild.