At a time of year when overspending is rife, Visa has chosen to surprise Christmas workers and volunteers with thoughtful gifts. As a financial services Visa might normally be associated with spending, but it has turned this on its head by aligning itself with the giving and charitable side of Christmas.

Nick Jones, head of corporate social responsibility at Visa Europe, says, “Our Christmas video is intended to help recognise and thank those who will be working to help others over the festive period. Supporting good causes and our local community is something that’s important to us as an organisation, and this "Christmas thank you" represents just one small part of our wider corporate social responsibility (CSR) and volunteering programme.”

The campaign is shared in a moving video that shows midwives, baggage handlers, and street cleaners receive personalised Christmas presents as a reward for their hard work over the holiday period. One of the recipients is 82 year-old Brenda Meadows who has been volunteering on Christmas day for the last 30 years. She receives plane tickets to go see her family in Australia.

Visa predicts that over £1,800 will be donated every minute in the UK during December, a positive indication that the public feel charitable around Christmas, despite the mandatory self-indulgence of the season. The year has been a record-breaking one for donations with £1bn donated through Visa alone.