ADOT proudly partnered with Choose Love again this Christmas, with an interactive digital campaign to showcase items purchased by customers from Choose Love’s pop-up shop to help refugees.

The campaign was designed to raise awareness of Choose Love’s charity pop-up shop in Regent Street, London, which was open over the Christmas period of 2024.

The campaign launched on December 16, involved a “fillboard”, which is in effect an interactive presentation showcasing a collection of items from the pop-up shop. The idea is that customers buy an item from the Choose Love and fill the board. The pop-up shop sells much-needed essential items for refugees and displaced people worldwide, everything from warm coats to emergency response bundles.

The items were highlighted in the letters ‘Choose Solidarity’, and changed when people bought an item, with viewers seeing a heart rise on the screen for every purchase.

The fillboard was located in the Now Trending space, at Outernet, London – the space donated by ADOT.

Choose Love’s stores allow shoppers to buy items directly for displaced people around the world, or to purchase gift cards allowing loved ones to select items to donate to families living in refugee camps or community spaces.

Josie Naughton, co-founder, Choose Love, said- “We’re so excited to be launching the Fillboard in the Outernet Now Trending space, where people can come in, buy an item and fill the board. Everything we sell in the Choose Love shop supports refugees and displaced people around the world during the freezing winter months.

“2024 has been a challenging year, which makes it more important than ever to come together in love and do what we can to support people who really need it this winter.

“It’s so amazing to be able to do that together in central London, just 15 minutes away from our Choose Love Department Store on Regent Street, where shoppers can find out more about our work, and hear stories from people who have experienced displacement.”