SOS Children's Villages

Really Ugly

A Christmas tradition turns
into a smart fundraiser

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How can we raise awareness and funds for the humanitarian work of SOS Children’s Villages in war-struck Syria during Christmas - thé most wonderful time of the year?


To bring this ugly issue to people’s attention we created the Really Ugly Sweater. The first ugly Christmas sweater that depicts a REALLY ugly truth. Because some people don’t wear ugly things during Christmas, they experience them. Day after day.

The Really Ugly Sweater was sold through a dedicated webshop, turning a warm Christmas tradition into a smart awareness and fundraising tool.


This Really Ugly Sweater might look like any other ugly Christmas sweater. But when you look a little closer, you’ll see that this one is really ugly. The normally oh-so-peaceful nativity scene becomes a tent in a refugee camp and jingle bells turn into jingle…bombs. An ugly but very real scene for all those struggling to survive in Syria.

By donating all proceeds to SOS Children’s Villages, we ensured a truly merry Christmas.
One ugly sweater at a time.


The Really Ugly Sweater became the talk of the town, turning the festive tradition of ugly Christmas sweaters into an ‘ugly’ conversation starter.

Sold out within a week, raising € 10,200 in funding and much more in media coverage.

All the major news websites such as VRT NWS, HLN and DeMorgen picked up the campaign.

Belgium’s most popular Instagrammers Sean Dhondt, An Lemmens, Triggerfinger and Bram Willems posted selfies wearing the Really Ugly Sweater.

Studio Brussel, one of Belgium’s biggest radio stations, invited us to tell our story on air, generating massive word of mouth.