Show You Believe!
Macy’s Invites America to Join The Santa Project
Macy’s aims to curtail Internet cynicism by filling it with optimistic expressions of belief this holiday
season
As part of its annual Believe campaign, Macy’s today launches The Santa Project, a nationwide movement to fill the Internet with
positive affirmations of belief. Macy’s is calling on people of all ages to post a photo, message or video with #SantaProject via
Twitter, Facebook, Instagram or YouTube to show their beliefs. A selection of responses will be featured in a Macy’s television
commercial coming this December.
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20161114005900/en/
Macy's invites America to join The Santa Project - a nationwide movement to fill the Internet with positive
affirmations of belief - by sharing a photo, video or message on social media with #SantaProject (Photo: Business Wire)
“The story of Virginia O’Hanlon and the importance of believing have been the inspiration behind our iconic holiday campaign for
the past eight years,” said Joe Feczko, senior vice president of brand marketing for Macy’s. “This season, we want to do everything
we can to boost the spirit of Santa for future generations. When you look at the Internet right now, there is a lot of negativity
out there. We’re asking people to come together this Christmas to flood the Internet with a groundswell of positivity that
preserves belief for kids everywhere.”
About The Santa Project
The magic of Santa has been shared by word of mouth for generations and then spread through books, film and television. Today,
the Internet provides an influential channel to continue this legacy. Children have unparalleled access to the most expansive
breadth of information of any generation at the touch of their fingertips, and they turn to the Internet for answers. When
inquiring about Santa, the answer is not so nice.
Macy’s is on a mission to change that. Starting this month, Macy’s is encouraging people to flood the Internet with expressions
of belief in Santa and the Christmas spirit. By sharing a response that captures the importance of believing and what Santa means
to them, everyone can play a role in keeping the magic of the holidays alive and ensuring that the Internet is a place where Santa
lives on for future generations.
The Santa Project comes to life in a short film featuring children as they discuss what it means to believe in Santa. In
addition, a television commercial, inviting America to respond, will air during Macy’s Thanksgiving Day Parade®, the
official kick-off to the holiday season.
About The Research
The Santa Project conducted national quantitative and qualitative research investigating the importance of belief in Santa and
the current state of belief across the country.
According to a recent Ipsos survey, two out of three people with kids in the home (66 percent) think it is important to believe
in Santa (54 percent for all U.S. adults). However, 44 percent of U.S. adults think that belief is decreasing, versus just 8
percent who think it is increasing.
According to Dr. Jacqueline Woolley, leading expert in the field of child psychology, studies have shown that belief improves
creativity and imagination, while also strengthening critical thinking.
“The kind of thinking involved in imagining how reindeer could fly through the sky is the same kind of thinking required for
imagining solutions to today’s biggest problems,” Woolley said. “This kind of thinking — engaging the border between what is
possible and what is impossible — is at the root of all scientific discoveries and inventions, from airplanes to the Internet.”
An additional qualitative study, commissioned by Macy’s, was conducted with 40 children, ages six- to nine- years-old, to study
belief in Santa. Interviews showed that belief in Santa can build family traditions and rituals, and instill ideas of morality and
generosity.
Join The Santa Project
Here’s how to get involved:
- Create a response that will help fill the Internet with belief, in the form of a short message, photo
or video on why you believe in Santa and the spirit of the holiday season (filmed via smartphone, held sideways in landscape
format)
- Post on Twitter, Facebook, Instagram or YouTube with #SantaProject
- Encourage your family and friends to join the movement and spread the spirit of belief
Select video responses will be featured in a Macy’s television spot in December.
The Santa Project is part of Macy’s Believe campaign, which benefits Make-A-Wish®. Customers can drop their letters
to Santa at Macy’s or send digitally at macys.com/believe. For every letter collected in-store or online, Macy’s will donate $1, up
to $1 million, to Make-A-Wish, the organization that grants the wishes of children with life-threatening medical conditions.
To learn more about The Santa Project, visit macys.com/believe. Visitors can view a counter that will keep track of expressions of belief being spread
throughout the holiday season, including an updated list of Top 10 states in the country that are showing the most belief via
social media, letters to Santa, visits to Santa at Macy’s Santaland, and visits to macys.com/believe.
The Santa Project was created by Macy’s in partnership with Figliulo&Partners.
For media materials and video assets, visit http://pimsmultimedia.com/macys-holiday2016/believe.php.
Ipsos Methodology
This survey was conducted by Ipsos on Oct. 28, 2016, on behalf of Macy’s. For the survey, a sample of 1,006 U.S. adults over the
age of 18 was interviewed online, in English, including 328 adults who have children under the age of 18. The precision of Ipsos
online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5
percentage points for all respondents surveyed, and 6.2 percentage points for parents.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at 734 locations
in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international
destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's
offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is
known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well
as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald
Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in
southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and employees, Macy's helps strengthen communities by supporting local and
national charities giving more than $69 million each year to help make a difference in the lives of our customers.
For Macy’s media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.
Macy’s Media Relations
Holly Thomas, 646-429-5250
holly.thomas@macys.com
or
Julie Strider Fukami, 646-429-5213
julie.striderfukami@macys.com
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