Delivering Hope

United States Postal Service

Just before the holidays in 2018, wildfires tore through California, destroying homes and displacing thousands of families.
Parents worried they couldn’t give their kids anything for Christmas. Kids worried that Santa wouldn’t find them.
We wanted to deliver Christmas to families that needed it most.

Big Idea:
Harness the existing USPS Operation Santa infrastructure to crowdsource Santa and deliver gifts to those who lost their home in the fire.

Results:
People ranging from ages 3 to 79 sent in letters asking for things they wanted and needed for Christmas. Kind people read their letters online and responded.

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I was the art director and UI designer of the digital campaign, collaborating closely with Creative, UX and Dev teams to improve the digital experience over 3 years.

Letter to Santa

We needed to know what these families wanted, and where they would be, for Christmas. We needed a Letter to Santa.

We created letter-writing kits with blank paper and pre-stamped envelopes so that kids and families can write to Santa. We sent mail carriers to evacuation shelters to deliver the kits. We then uploaded their wishes onto the Operation Santa digital platform, which allowed anyone to “adopt” letters and send gifts directly. Word spread through social media and news outlets, good people responded and the U.S. Postal Service delivered Christmas—even to families without a home.

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Photos taken by me.

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Creative Team:
Art Directors: Asyia Fisher, Nancy Zhu
Copywriter: Kate Rohrich
ACD: Jane Kim
CDs: Tony Jones, Daniel Carlsson