Save the Children and Peppa Pig embarked on an innovative partnership in January 2016. Save the Children offered Peppa Pig fans the opportunity to deeply engage in a rich and wholesome way with the best-loved brand, whilst Peppa Pig offered Save the Children a new way to raise money and reach new audiences. As part of the partnership, the organisations launched the first ever co-created, dual-branded mass participation event for children called Peppa Pig’s Muddy Puddle Walk for Save the Children. 7,500 nurseries and families nationwide signed up to take part and the campaign raised £250,000, which has enabled the organisation to support children in the hardest to reach places. The company contributed the Peppa Pig brand, merchandise, voiceovers, advertising space and promotion through suppliers and licensees to drive registrations and fundraising. The campaign exceeded all of the targets set and is now used by Entertainment One, who own the rights to Peppa Pig, as a benchmark upon which all other charity partnerships are compared.