Dom Joly, the comedian, has created two rival characters, Bjorn and Brian, who will lead a social media campaign for Save the Children around its Christmas Jumper Day event on 13 December. Save The Children launched Christmas Jumper Day last year to raise money and awareness for its charity work with children around the world. Joly appears in two videos on Save The Children’s YouTube channel. In one he is in character as Bjorn, who loves understated classic Nordic knits, while in the other he plays Brian, who favors kitsch bright "wacky" jumpers. Users will encouraged to take part in a Twitter battle from today to determine the most popular style of jumper, by taking a picture of their own Christmas jumper and tweeting with #xmasjumperday and the hashtag either #Nordic or #Wacky. The winning team will be the one that creates the most activity around its hashtag. All creative for the social media campaign has been managed in-house. Mark Weber, the head of digital analytics at Save the Children, said: "Last year we were overwhelmed with the response we had to the launch of our Christmas Jumper Day campaign – with thousands of people up and down the country donning their festive finest to raise money for us. "This year we wanted to create the opportunity for even more people to show their support and join in to help Save The Children, so with the help of Dom Joly we created 'Battle of the Jumpers', a light-hearted rivalry between two jumper styles – with the aim to make sure the whole nation gets into jumpers." A Facebook app called the Battle of the Jumpers Sweater Detector will launch in the next few weeks. It will analyze people’s Facebook timelines to tell them which jumper style they are best suited to. Click here for the article on the web.
02. December 2013