Most Dangerous Time of Year 2026
With calls to Childline up 24% in 2025, “Most Dangerous Time of Year” returned for Christmas 2026 to remind the public that, for too many children, Christmas is the most dangerous time of year.
Exploring the subversion of Christmas lyrics even further, we created a new series of OOH and digital ads that ran nationwide during the build-up to Christmas.
Photographer: Hannah Maule-ffinch