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Macy's Believe Make-A-Wish Campaign Begins Sixth Season

Wednesday November 6th, 2013 - 10:46AM


Macy’s is again offering its customers a chance to unite in the season’s spirit of generosity through its annual Believe campaign benefiting Make-A-Wish. Beginning November 7, kids of all ages can drop their stamped letters, addressed to Santa at The North Pole, in the Santa Mail letterbox at their local Macy’s. For each letter received through December 24, Macy’s will donate $1 to Make-A-Wish, up to $1 million, to help grant the wishes of children with life-threatening medical conditions.

Now celebrating its sixth season, Believe has become Macy’s signature holiday program, resulting in more than $6.5 million in donations to Make-A-Wish. New this season, customers who share a photo or video of their moment mailing a letter to Santa at Macy’s Believe Station to Instagram, Twitter or Vine using #MacysBelieve will be considered for the opportunity to be in a Macy’s television commercial airing Christmas Eve and Christmas Day. In addition, “Believers” can join in the spirit of the holidays through other Believe elements, including a school musical program, a nationally televised animated special, activity guides for teachers and the return of the fifth annual National Believe Day.

“Macy’s Believe campaign, benefiting Make-A-Wish, has surpassed our expectations ever since we introduced the program six years ago,” said Martine Reardon, chief marketing officer at Macy’s. “Year after year, we are astounded by the outpouring of support our customers show for this campaign as our Santa Mail letterboxes overflow with letters. Families, schools and community organizations rally to write letters, bringing the campaign’s message of giving to life.”

The inspiration for Macy’s Believe campaign was the heartwarming true story of eight-year-old Virginia O’Hanlon, who wrote a letter to the New York Sun newspaper in 1897 asking if there really was a Santa Claus. The paper’s editor, Francis Church, responded with what has become the most reprinted editorial ever to run in any newspaper in the English language stating, “Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist …” 

“Embracing their imagination is what allows our wish kids to think big; to think about the future as they fight their illness,” said David Williams, president and CEO of Make-A-Wish America. “Macy’s Believe campaign captures that sentiment perfectly and we are so proud to work with such a caring, passionate, and generous company.”