Macy’s Believe campaign invites customers to mail letters to Santa for a cause

Macy’s Clothing Store is once more adding a touch of magic to the holidays with its annual “Believe” campaign to benefit the Make-A-Wish Foundation. After receiving more than four million letters across the effort’s last three years, Macy’s is once again inviting its shoppers to mail letters to Santa to help the foundation grant the wishes of children suffering from serious medical conditions.

Starting Nov. 6, customers may deliver their letters at in-store “Believe Stations,” where they may also snap photos of the initiative’s animated stars, Virginia and Ollie, using augmented reality technology.

Inspired by the iconic New York Sun editorial, “Yes, Virginia, there is a Santa Claus,” the Believe effort asks believers of any age to mail their letters, directed to Santa at the North Pole, at special Santa Mail letterboxes. Macy’s will gift the Make-A-Wish Foundation with $1 per letter received, up to $1 million.

“Macy’s Believe campaign has become a beloved holiday tradition for our customers nationwide,” said Martine Reardon, Macy’s executive vice president of marketing, in a statement. “This year, we hope to inspire even more goodwill and generosity by building on traditions we’ve created in previous seasons and introducing exciting new elements that will make believing all the more fun and interactive for our customers and their families.”

Consumers with IOS and select Android smartphones can, using the “Macy’s Believe-o-Magic” application, visualize and interact with Virginia, Ollie and others from the Christmas special “Yes, Virginia.” By standing in the frame, shoppers can snap a photo, perfect for a holiday card or to share on social media.

Also new this year, users that “like” Macy’s Facebook page can upload the in-store photos with Virginia to Macy’s Facebook wall. Fans can then “like” their fav photos each week. The winning image will be highlighted as Macy’s Facebook profile picture.

In partnership with charity auction website, Macy’s has also unveiled a Celebrity Tree Auction, which will auction off 14 original Christmas trees created by the superstars, starting Nov. 8 at All proceeds raised will help the Make-A-Wish Foundation.

To spread that special holiday message, Macy’s will sell “Yes, Virginia” merchandise, including a DVD and book from the animated CBS special; 10 percent of funds raised will again benefit the Make-A-Wish Foundation.

Also look for National Believe Day, held Dec. 9, an effort to generate kindness and goodwill in celebration of the spirit of the holidays. Further details will be released soon.

The Believe campaign runs from Nov. 6 to Dec. 24. Believe stations, which include a letter-writing table, are available in every Macy’s store. For more information, visit

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LadyLUX via Macy's Believe campaign

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