|Brief||The 2018 “Camp Fire” ripped through California, right before Christmas, leaving thousands of families homeless in shelters. Piling onto that stress, many parents worried that they wouldn’t be able to give their kids a happy Christmas, and kids worried Santa wouldn’t be able to find them without an address. We wondered if we could help these kids send a letter to tell Santa where they were. Then our digital Operation Santa platform could let everyday people give directly to those affected—in a uniquely personal way, by reading and adopting the most worthy letters to Santa. We sent letter kits to all the shelters, collected submissions and made national news. With no media budget, we showed people the heart of the USPS brand and helped people all over the country experience the true meaning of Christmas. Net sentiment increased by 150%, perceptions of reliability by 19%.