We developed ‘The PANDORA Christmas Workshop’, which gave:

• 200 children the ability to give a nice Christmas present
• The Danish Red Cross funds to their supportive Christmas care for vulnerable families
• Attention to Christmas challenges in the Danish press, in shops, shopping centers, etc.
• Consumers a positive cause to support

To ensure that it was the right children who were offered participation in The PANDORA Christmas Workshop, we established a collaboration with the Danish Red Cross.

We chose ARoS in Aarhus and at the National Museum in Copenhagen to host the PANDORA Christmas Workshops. The children’s companions could enjoy a nice day at the two venues and a joint activity at the cinema facilities, at both locations, that was inclusive for the children, companions, and volunteers. In order to focus on the challenges that Christmas may bring, we enlisted actor Lærke Winther as ambassador. She participated in the four workshops and was also a spearhead in a major press effort. The aim was to raise awareness of the need for Christmas help, the psychology of gift giving and to engage the Danes for the purchase of a special support jewel. We created a Christmas gift that associated the PANDORA brand with attractive experiences, also for vulnerable families and children, as well as focused on a growing societal problem.