Snowman Enterprises launches 2021 Winter Windows charity campaign

Published on: 10th November 2021

The British Red Cross will benefit from this year’s initiative in which families will be encouraged to create a scene of the Raymond Briggs’ characters in their windows.

The Snowman and The Snowdog will be popping up in windows around the UK this Christmas in a charity campaign from Snowman Enterprises and The British Red Cross.

The Penguin Random House company has re-launched The Snowman Winter Windows initiative this year following last year’s campaign which was inspired by the rainbows displayed during the Covid pandemic last year in support of key workers.

This year, Snowman Enterprises is working with longstanding charity partner the British Red Cross to reach an even wider audience with the campaign and will be encouraging children to create Snowman window scenes by including the activity as part of its schools outreach programme. Official Snowman social media channels will include a dedicated donation link on all Winter Windows content this year to support the British Red Cross.

Georgie Hart, head of community education at the British Red Cross said: “As a long-time partner of Snowman Enterprises, we’re delighted to be the chosen charity for this year’s Snowman Winter Windows Campaign. Our Kindness Calendars – which are used by thousands of teachers in schools across the country to help children learn about kindness – will include a Snowman Winter Windows stencil to help children create wonderful winter scenes. We can’t wait to see The Snowman and The Snowdog popping up in windows around the UK this Christmas.”

In support of this new festive tradition, Snowman Enterprises has engaged renowned artist and social media influencer James Lewis as The Snowman Winter Windows ambassador this year. He will create a series of digital tutorials and content to inspire families to take part in this new festive tradition and create a Snowman Winter Window at home.

The World of The Snowman website has recently been relaunched and will host the digital content and tutorials, while James Lewis will share content with his global audience of over 5m followers on Instagram and TikTok.

James will also be hosting a live draw-a-long segment at a World of The Snowman influencer event this November which will offer guests and their families a fully immersive, festive family workshop.

Izzy Richardson, global brand director, Penguin Random House Children’s UK, said: “We are keen to build on the success of last year’s campaign, and inspire as many people as possible to take part in this new festive tradition for The Snowman, and sprinkle some magic at home and in local communities. We’re delighted to be working with the super talented James Lewis this year and we know his that incredible content is going to bring The World of The Snowman to an even wider audience.”

James Lewis said: “Having been a life-long fan of the work of Raymond Briggs, it was an honour to be asked to be ambassador for The Snowman Winter Windows Campaign this year. The festive season for me, is all about getting together with family and creating new memories, so I’m excited to invite people from all over the world to join me in bringing the magic home by creating a Snowman window display.”



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