Do You Believe?

Macy's 'Believe' drive hopes to raise $1M for needy children

STATEN ISLAND, N.Y. -- "Yes, Virginia, there is a Santa Claus." And if you don't believe it, stop by Macy's in the Staten Island Mall, New Springville, or any other Macy's in the nation.

On the heels of its 150th birthday, the retailer is introducing a nostalgic Christmas campaign called "Believe," with the aim of raising $1 million to grant the wishes of children with life-threatening medical conditions.

Beginning today, the magic of Macy's will unfold with "Believe" stations in every store, which feature a "Believe" meter, letter-writing station and an official R.H. Macy Santa Mail letterbox.

Staten Island children and kids across the country are invited to drop off their letters -- stamped and addressed to Santa At The North Pole -- at any Macy's store in the Santa Mail letterbox. For each letter received, Macy's will donate $1 to the Make-A-Wish Foundation, up to $1 million.
The "Believe" campaign is rooted in a letter to the editor written by 8-year-old Virginia O'Hanlon in 1897 that asked if there is a Santa Claus. Newsman Francis P. Church responded with a poignantly worded essay on the importance of believing, including the famous line "Yes, Virginia, there is a Santa Claus. He exists as certainly as love and generosity and devotion exist."

In addition to a media campaign, replete with celebrities, the "Believe" initiative will come to life online at www.macys.com/believe -- which will tell the story of Virginia O'Hanlon; feature an electronic "Believe" meter; offer a downloadable letter kit, complete with official Santa letterhead, and allow customers to design their own "Claus" with the "Be Claus" application.

"Be Claus" personalization allows customers to upload a photo and design themselves as Santa Claus. The final artwork can be used as an e-card, posted to a Facebook or MySpace page or sent to a mobile phone.

"'Believe' is the articulation of everything we treasure about the holiday season, and is an authentic celebration of the Christmas spirit," said Peter Sachse, president of Macy's Corporate Marketing.