Potential Million-Dollar Donation to Make-A-Wish Foundation:

On the cusp of Macys’ 150th Anniversary, they are launching a special charitable campaign for the holiday season. The “Believe” campaign emphasizes the Christmas spirit by concentrating on the values of the holiday season during a difficult year in sales. This venture is inspired by the famous “Yes, Virginia” letter that ran in the New York Sun in 1897 that questioned Santa Claus’s existence. Newsman Francis P. Church responded with a poignant essay on the importance of believing, including the famous line “Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist…”

Macy’s will unfold these “Believe Stations” in every store across America. These stations will encourage kids to write letters to Santa and drop them off in the Macy’s mailbox; for every letter written, $1 will be donated to the Make a Wish foundation to grant the wishes of children with life-threatening illnesses. These donations have potential to reach up to $1million dollars for this meaningful cause.

The “Believe” advertising campaign will commence on Sunday, November 9 with a national television commercial featuring Macy’s stars Martha Stewart, Donald Trump, Jessica Simpson, Carlos Santana, Tommy Hilfiger, and Kenneth Cole (who all have fashion and house ware lines at Macy’s) reciting lines from the “Yes, Virginia” letter. This commercial, along with print and online ads will encourage children to drop their letters to Santa at their local Macy’s for a charitable cause.


Additionally, a new interactive website www.macys.com/believe will tell the story of Virginia’s letter, features an electronic “Believe-o-Meter”, has a downloadable letter template to Santa, and allows consumers to design their own Santa Claus by uploading personal photos.

The emotional connection evoked in this endeavor will hopefully encourage and inspire consumers to shop at Macy’s despite a slow sales season.

Believe Campaign, Coming to a Macy’s near you on November 9.