Bliss and TBWA\London Bring Christmas 100 Days Early to Spotlight Premature Births

Londoners were greeted with tinsel, carols, and Santa Claus last week — not because the holiday season is here, but because national neonatal charity Bliss and TBWA\London decided it should be.

The Premature Christmas campaign, which launched September 16, rolled out festive installations and events across the UK exactly 100 days before December 25. The creative twist: using the early arrival of Christmas as a metaphor for the early arrival of premature babies, while raising awareness and support for families affected.

The activation transformed landmarks, pubs, shopping centres, and even private homes into full-blown Christmas scenes — complete with twinkling lights, Santa’s grottos, gospel choirs, and billboards wishing Brits a Merry Christmas long before the first retail holiday ad hits the air.

The experiential push included a Santa Parade through Soho, performances by London’s International Gospel Choir at King’s Cross and The Norwich Choir at The Forum, festive décor at The Scotsman’s Pack pub in the Peak District, and Christmas music takeovers on Radio Exe. Santa also made surprise appearances at the Jolly Junction Play Centre and Castle Quarter Mall.

The work is supported by high-profile advocates including former Good Morning Britain presenter Laura Tobin and sports broadcaster Alex Payne, both of whom have personal connections to premature births. Their involvement adds authenticity to the campaign’s emotional core.

While most brands are still finalizing their seasonal creative, Bliss and TBWA\London have effectively hijacked the holiday conversation months ahead of schedule. The move not only delivers high-impact visibility but also positions the charity in the cultural moment before the clutter of December advertising.

The Premature Christmas campaign will continue to roll out across the UK in the coming weeks, keeping the lights on — literally — for a cause that’s anything but seasonal.

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 said, “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, said, “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 carollers 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. Our Premature Christmas campaign shines a light on their courage, the challenges they face, and the vital support Bliss provides - offering a lifeline to parents during their most difficult moments. We’re calling on the nation to raise awareness and vital funds so that no family has to face this journey alone. To support, visit here.