British Lung Foundation

The charity that provides support to people with lung disease has created an interactive Christmas tree for people to share messages about their loved ones

British Lung Foundation's Christmas Tree of Hope
British Lung Foundation's Christmas Tree of Hope

What is it?

The interactive Christmas Tree of Hope is an online space where people can leave messages for those they care about. The messages can be of support, thanks, in memory of a loved one or simply festive wishes.

How does it work?

A dedicated microsite has been created where people can choose from an angel, a candle or a plain design for the bauble on which their message is left; they can also choose different backdrops for their trees.

They enter a message, their contact details and optional contact details for the recipient. When the bauble is ready, the BLF gets in touch and sends a unique web link to the recipient and its writer so that they can view the bauble. This link can then be shared with other people by email, Facebook and Twitter.

Anything else?

People can create a bauble directly from the BLF Facebook page, and it is possible for messages to be placed anonymously on the tree. There is the option to donate  to the BLF once a message has been written.

Why has the charity done it?

Natalie Harper, a BLF nurse, said: "Christmas can be a particularly difficult time of year for people with lung disease. Given the cold weather, it’s hard to get out and about to visit friends and family during the festive season. For many of my patients, this time of year can make them feel more isolated and alone. By writing a message on the BLF Christmas Tree of Hope, you can reach out and give words of support and strength to those in need."

How is it being promoted?

A dedicated Twitter handle (@xmastreeofhope) and hashtag (xmashope) have been created. The campaign is also being promoted on the charity’s Facebook page.

Third Sector verdict:

This Christmas campaign is incredibly simple but effective, allowing the charity’s supporters to share messages online. The donation ask is secondary, allowing people to take part without giving money, which will increase the number of participants. The easy shareability will also increase the campaign’s reach.

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