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The Campaign to Redefine Christmas

In This Post I ‘Bury the Lead’ So Read the Headline Again.

I don’t know about you, but I’ve reached the point where I don’t need any more stuff. In fact, this Christmas I’d rather someone give me experiences or the chance to learn (or a massage!) than something I gotta find a place for.

[Diversionary but pertinent point: Can someone explain to me how in an age when the average square footage of homes has never been bigger, why there are so many self storage places in the United States? It’s perverse! Like the wag once said: “Sometimes you own your stuff and sometimes your stuff owns you.”]

Oh, there’s a few higher ticket items on my Christmas wish list: I’d like one of those new HD flip cameras. And I wouldn’t mind if Santa slid a new stereo digital voice recorder under the tree, either.

But I won’t get either of those things. And that’s OK.

I minored in economics in college and so I remember that in economic theory wants are considered to be unlimited, just as resources are limited. But as Benjamin Franklin, the great American patriot and sage, said: “Content makes poor men rich; discontent makes rich men poor.”

Ben’s right. In this time… or really anytime… it’s economically prudent to be satisfied with what you have.

But still there’s the convention of giving people something at Christmas. It’s a wonderful impulse I hope never dulls. But in an age when many of us have enough, what should we give and what should we ask for?

Well several organizations, including Well Good LLC,,, the Dalio Family Foundation and others are suggesting that those of us with enough should rethink Christmas presents and instead start asking for and giving gifts to charity instead of gifting more stuff.

Called ‘Redefine Christmas’ it’s a multi-faceted media campaign. I won’t go through all the ins and outs because there are a lot or moving parts here. But there’s radio, and a Church-based outreach, celebrities, social media, and e-greeting cards. In 2007… in the campaign’s inaugural year… there was also a print ad element.

I’m not sure they’ve got the messaging right yet. The media mix seems just a little off. And the website is missing a certain je ne sais quoi. But by gum I hope this works!

The world just doesn’t need any more self storage units.

Tip of the hat to Jen, a Cause Marketing GoogleGroup member, for bringing this to my attention.


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