Tinsel sparkling in September? Carol singers filling city streets before Halloween is here? Santa’s taking to the streets of London long before the first Christmas ad hits our screens – and the naughty list is still a work in progress.

Because this year, Christmas is arriving 100 days early as national neonatal charity, Bliss, launches its Premature Christmas campaign, created by TBWA\London, transforming towns across the UK with festive cheer for a vital cause – bringing awareness to premature births.

The UK campaign launched on September 16, transforming landmarks, local pubs, shopping centres, and homes with twinkling lights, joyful carols, Santa’s grottos, and billboards wishing the nation “Merry Christmas” before anyone expected it. 

By bringing festive magic to communities across the UK in such an unexpected way, Bliss is inviting the nation to pause, reflect, and stand alongside the thousands of families whose lives are turned upside down by the birth of a premature or sick baby. 

A series of many, many festive moments unfolded across the UK exactly 100 days before Christmas – including a Santa Parade through Soho, a performance by London’s International Gospel Choir performing in the King’s Cross area, The Norwich Choir at The Forum, and seasonal decorations at The Scotsman’s Pack pub in the Peak District. Christmas music filled the airwaves on Radio Exe, while Santa himself will made special appearances at the Jolly Junction Play Centre and Castle Quarter Mall.

The campaign is also supported by former Good Morning Britain host, Laura Tobin, and sports broadcaster, Alex Payne, both of whom have been personally affected by premature births and are lending their voices to help raise awareness.

Nearly 60,000 babies are born too soon each year in the UK. For their families, every day counts, and the journey through neonatal care is one of uncertainty, hope, and extraordinary strength. Bliss provides year-round lifeline support to these families, while working alongside healthcare professionals and policymakers to drive vital improvements in neonatal care.

Bliss chief executive, Caroline Lee-Davey, stated, “Whatever time of year a baby is born early, it’s the start of a terrifying journey for their parents, launched into a clinical world of incubators and machines, rather than being able to take their baby straight home.” 

Andy Jex, chief creative officer at TBWA\London, added, “For us in adland, Christmas in September isn’t that alien a concept. But for everyone else, seeing festive Santa’s before scary spooks and carolers while the sun is out will be a bit odd, and a powerful way of reminding people of the trauma and challenges faced by parents of premature children.”

For families with babies born prematurely in the lead-up to Christmas, the festive season is often bittersweet, spent by their baby’s side in hospital. Thje campaign is calling on the UK to raise awareness and vital funds so that no family has to face this journey alone.

A sampling of the Festive Events:

• London, King’s Cross Station: The International Gospel Choir filled the station with joyful carols, bringing festive sparkle to the heart of the city (7:30–8:00pm).  
• DOOH Merry Christmas Billboard – Skyline @ Westfield Stratford Wednesday 17 and Westfield Square, W12, Thursday 18 and Friday 19
• We Wish You a Merry Christmas Radio Ad – played on 9600+ podcasts on Acast network, Tuesday 16
• Soho, The Santa Parade: Spot “50+” Santas parading through Soho, spreading Christmas cheer.
• Norwich, The Forum: The Norwich Choir will serenade shoppers and families amid a sea of twinkling decorations.
• London, Islington Green: The Commons Choir brought their signature harmonies to launch the holiday spirit in style.
• Peak District, The Scotsman’s Pack Pub: Locals and visitors discovered a pub transformed into a Christmas wonderland, with a full Christmas menu and carol choir.
• Exeter, Radio Exe: The airwaves will ring out with beloved Christmas tunes and a Bliss interview, spreading early joy across the region.

Credits:
​Client: Bliss              
Client Team: Rachel Hardman, Katy Moore, Julie Shield, Caroline Lee-Davey

Creative Agency: TBWA London
Chief Creative Officer: Andy Jex
Creative Director: Matt Swinburne
Creatives: Freddie Mickshik & Beck Dunn           
Agency Producers: Megan Sutton & Leah Wattley
Account Manager: Alice Trotter
Editor: Mori Thomson
Videographers: Kyle Pyne-James, Dan Ogunsanwo, Guy Crawford