SKY KIDS: SILENT NIGHT, GENTLE LIGHT

THE CHALLENGE

Drive awareness of the Ready Eddie Go! Christmas special and highlight the raft of Sky original content and franchise favourites available on the Sky Kids platform.

THE SOLUTION

Ahead of the launch, we worked with the show’s creator, Nikki Saunders, and lead writer, Joseph Murpurgo, to reimagine the iconic Christmas carol ‘Silent Night’ from the perspective of a child with neurodiversity. The song’s lyrics highlighted how to navigate all the elements of Christmas and help others understand how to make it more accessible. ​

​In collaboration with Paloma Faith and the Sky Kids Choir, the song was released on streaming services, with all royalties being donated to the Caudwell’s Children Charity. ​

​Alongside the song, Nikki and the charity compiled some top tips to help parents understand how to navigate this tricky time of year for children which we shared with media. ​

THE IMPACT

Launching in the busiest season of the year, and the hardest time to get cut through, the campaign secured over 50 pieces of editorial coverage – from print and online to broadcast – hitting top-tier titles including Metro, The Sun, Daily Star, The London Standard and multiple BBC regional radio stations. Nikki also did a broadcast day, which resulted in 1.8M broadcast views. ​

​The various elements of the campaign kept the story relevant and easy to repurpose for multiple verticals and audiences, ensuring its relevance to a widespread audience. ​

​The money made from streams was also donated to the Caudwell’s Children Charity, alongside the campaign driving awareness for neurodiversity at Christmas – with personal messages flooding in from parents of neurodivergent children, sharing their gratitude for bringing light to such an important cause. ​

THE RESULTS

52 PIECES OF EDITORIAL COVERAGE

160M AUDIENCE REACH

10K TOTAL STREAMS

2.2 K SOCIAL ENGAGEMENTS

103.4K SOCIAL VIEWS

100% POSITIVE SENTIMENT