St Vincent’s Hospital Tree of Life Donation Campaign

The Background

This one’s an oldie but a goodie. We’ve included it because the work still holds up and the concept was genuinely beautiful. St Vincent’s Hospital needed a fresh way to attract Christmas donations. The Everyday Hero team, led by Simon Lockyer, brought the brief to Mettro: design something that would engage people emotionally and give them a reason to give. The idea was a digital Tree of Life, where each donation purchased a light dedicated to a loved one and added it to a growing animated tree online.

The Approach

Mettro designed and built the campaign around a stylised animated Christmas tree. Each donation triggered an animation, adding a new light to the tree and giving donors a visual reward for their contribution. The work covered both the web design and the technical build behind it, engineered to handle the load while keeping the experience intact.

The Outcome

The campaign was well received by St Vincent’s Hospital and the public. It did what a good donation campaign should: it gave people a reason to give, and something worth sharing.