The Angel Tree program is an annual, heartwarming initiative designed to support students who are balancing the demands of education and parenthood during the holiday season
As Creative Director and Communications Lead, I played a key role in reimagining the Student Union Society's Angel Tree Program during the COVID-19 pandemic. Faced with significant restrictions on in-person interactions, our challenge was to preserve the spirit and impact of a beloved holiday initiative while creating a safe and accessible experience for both students and donors.
The Angel Tree Program supports students experiencing financial hardship by connecting them with sponsors who provide holiday gifts and essential support. With traditional methods no longer viable, I helped lead the transition to a fully digital, contactless experience that ensured the program could continue to serve students when they needed it most.
The success of the program depended on creating trust, clarity, and emotional connection in a fully virtual environment. I focused on simplifying the user journey while using storytelling to highlight the program's impact and encourage community participation.
To support donor recruitment and engagement, I developed a multi-channel communications campaign that included social media content, email marketing, visual assets, and participant stories. Messaging emphasized accessibility, ease of participation, and the tangible difference supporters could make in a student's life.
Alongside the campaign, I helped create a streamlined digital experience that allowed students to apply online and sponsors to participate safely and conveniently from anywhere.
The transition to a fully digital Angel Tree Program ensured the initiative could continue during one of the most challenging periods for students and communities. Through strategic communications, digital storytelling, and user-centered design, the campaign successfully maintained community engagement, expanded accessibility, and preserved an important source of support for students experiencing financial hardship.
More than a holiday campaign, this project demonstrated how thoughtful communications and creative problem-solving can help organizations adapt to change while continuing to create meaningful impact. It remains one of my most rewarding examples of using storytelling, design, and digital strategy to strengthen community connections and support those who need it most.
