Oxfam launches The List, a Christmas TV ad and wish list site for second-hand gifts and charity donations

Key Takeaways

• Oxfam has launched The List, its 2026 Christmas campaign created by Happy Hour, with a 90-second film about a nine-year-old boy called Neel and his Christmas list.

• The ad launched nationwide on Monday 9 November 2026 across TV and paid digital channels, and it was filmed on a South London housing estate.

• A digital experience built by Wholegrain lets people write their own wish list of donations, Oxfam Unwrapped charity gifts, ethical products, pre-loved books, second-hand fashion and music.

• Anyone can start a list at oxfam.org.uk/thelist and share it with friends and family who want to buy them something meaningful this Christmas.

In Oxfam’s Christmas film, nine year old Neel ties his wish list to a balloon and watches it float away. The 90 second film, created by Happy Hour, launched across UK television and paid digital channels on 9th November. It’s the centrepiece of The List, a campaign that invites people to make a Christmas wish list of their own online and ask for gifts that help fight poverty and inequality.

Oxfam is reaching people while they’re still deciding what to ask for at Christmas, when there’s time to swap something on their list for a gift that supports the charity’s work. The campaign brings together Oxfam’s charity shops, its range of ethical products and its Oxfam Unwrapped charity gifts, giving shoppers a few ways to make that swap.

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