As Christmas 2019 approached, bushfires had already destroyed hundreds of rural Australian homes. These communities needed help recovering from the most devastating natural disaster in decades, during what was supposed to be the most joyful time of the year.

Meanwhile, those living in smoke-choked Sydney and beyond felt helpless. The Red Cross wanted a powerful way to launch their bushfire appeal that would help those unaffected by the fires truly comprehend their destruction – and provide a simple way to help.

Sydney’s downtown was packed with festive holiday decorations, but something about them felt hollow. To launch the Australian Red Cross’ bushfire appeal, we built a more fitting kind of Christmas tree. One made entirely of materials from fire-stricken areas – including burnt wood, charred bike wheels and even a scorched fire alarm.

Onlookers listened to an audio tour that shared visceral, personal stories behind these powerful decorations. Afterwards, they could donate to Red Cross Disaster Relief & Recovery by scanning gifts underneath or talking to a nearby volunteer.

This tree not only brought home the devastation of the fire but also gave Australians a symbol to rally around – inspiring them to donate at the tree and from home.

Every Christmas, Sydney’s downtown is packed with festive decorations – including giant Christmas trees in every square. But with fires raging just outside the city, these gestures felt hollow and people felt helpless.

We worked with the City of Sydney to erect our burnt tree in a bustling city square that had, in previous years, housed a much more festive one. This location was only a block or two away from Sydney’s biggest, tinsel-strewn shopping malls – providing a striking juxtaposition that shook thousands of Christmas shoppers out of their daily routine, inspiring them to give a different kind of gift this year.

The response, in smoke-choked Sydney and beyond, was humbling.

We managed interviews with Reuters and CNN International. The City of Sydney, the Lord Mayor Clover Moore, the Red Cross and thousands more shared the Tree on social media. And soon, the world took notice.

As word spread, the Burnt Christmas Tree became a symbol of support and solidarity. Its story was told more than 320 times in over 30 countries, by publications like The New York Times, CNN and The Washington Post.

Ultimately, the Burnt Christmas Tree reached over 700 million people, launching a Red Cross fundraising campaign that earned over $213 million from concerned world citizens who had previously felt helpless in the face of the bushfires.