The Communication Agency

Growing awareness with a #TreeOfBikes

Twas the month before Christmas, when down by the sea,

Something began sprouting,

just like a tree.

Bicycles were hung on the boughs with great care,

In hopes that Aucklanders would enjoy the festive flare

Not just a quintessential Christmas gift in NZ, bikes are also desperately needed by children in rural Sri Lanka to help them get to school. To draw attention to this need during the frantic run-up to Christmas, ChildFund and Network teamed up with Beca, Enterprize Steel and a host of others to build NZ’s first-ever Christmas #TreeOfBikes on Auckland’s Queens Wharf. At 7m tall, featuring more than 100 donated bicycles and countless fairy lights, the up-cycled decoration caught the eye and hearts of many.

Over the course of the massive, year-long project, ChildFund  used this unique and inspiring  opportunity to engage and build relationships with numerous business , groups and individuals eager to support their cause. 100s of people donated old and unwanted bikes to decorate the tree. Such generosity and the tree itself secured 57 items of coverage across local and national  media, and catalysed thousands of social media shares. A timelapse video allowed those outside Auckland to join in the excitement too. 
Kiwis inspired by the Tree’s purpose were encouraged to purchase a bike  or other item from ChildFund’s Gifts that Grow catalogue  for Christmas, benefiting  a child living in poverty overseas. And like its Gifts that Grow namesake, the #TreeOf Bikes kept on giving  too, with working bikes used  in its construction being re-gifted to deserving community groups  in Auckland such as the Refugee Centre.