Anna Maxwell-Martin

Action for Children’s partnership with Emmy-winning actor Anna Maxwell Martin transformed the charity’s 2025 Christmas fundraising campaign, Secret Santa, through the standout PR-led film Santaland. Rooted in a clear strategic insight, that “devoted families” respond to emotional, authentic storytelling, the creative used Anna’s trusted, relatable comedic tone to capture attention before delivering a powerful message about child poverty at Christmas.

Anna’s involvement was pivotal. As a long-time supporter turned official ambassador, she lent credibility, warmth and cut-through to the campaign, fronting the film, leading broadcast interviews, and mobilising her celebrity network. Her keynote appearance on ITV’s Lorraine alone drove £90,333 in direct donations, while her advocacy helped secure widespread national media coverage across 305 outlets and inspired influential personalities to amplify the campaign organically.

Over a 12-month period, Anna’s contribution helped achieve Action for Children’s most successful Secret Santa campaign to date. The campaign generated £334k in directly attributable income and contributed to a record-breaking £2.7m total (+25% year-on-year), alongside a 40% increase in new donors (38,500).

Beyond fundraising, Anna championed authentic storytelling rooted in lived experience, ensuring dignity and inclusivity were upheld throughout. Her hands-on involvement, significant time commitment, and personal advocacy elevated the campaign far beyond its modest budget, demonstrating the exceptional impact a committed celebrity champion can have on awareness, engagement and income for a vital cause.

Anna opened with humour to disarm the audience and steer them away from the feel of a traditional charity ad, making the emotional reveal hit with devastating force.