a campaign To launch the Ready Eddie Go! Christmas special, Sky Kids reimagined Silent Night from the perspective of a neurodivergent child creating that helped families feel seen and heard at Christmas

Challenge

Sky needed to drive awareness of the Ready Eddie Go! Christmas special and highlight the vast amount of Sky Original content and franchise favourites available on the Sky Kids platform.

Activation

We worked with the show’s creator, Nikki Saunders, and lead writer, Joseph Morpurgo, to reimagine the iconic Christmas carol ‘Silent Night’ from the perspective of a neurodivergent child. 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 donated to Caudwell Children.

Alongside the song, Nikki and the charity compiled top tips for parents looking to help their children navigate this tricky time of year, which were shared with the media.

Launching during the busiest season of the year when it was hardest to cut through, we used social clips, behind-the-scenes footage, interviews and editorial coverage to reach parents and educators. Everything was designed for easy repurposing for multiple verticals and audiences, keeping the story relevant throughout the Christmas season.

Impact

An outpouring of personal messages from parents of neurodivergent children, money donated to Caudwell Children and extensive editorial coverage, including 1.8 million broadcast views. The 100% positive sentiment confirmed we’d brought light to an important cause with care and sensitivity.

52: pieces of editorial coverage with top-tier coverage from Metro, The Sun, Daily Star, The London Standard and multiple BBC regional radio stations