Over 625,000 street trees help transform the cold concrete of New York City into a lush and inviting living space. While over 7,000 New Yorkers have formally adopted these trees through a program developed by MillionTreesNYC that engages citizens in tree care, a greater number of people have informally adopted street trees through watering in the summer, gardening in tree beds, and installing tree guards. The goal of this project was to increase the visibility of tree care and tree bed beautification, while creating tree stewards through a fun new contest. My Tree NYC: Beautiful Tree Bed Contest was run through a social media platform where entrants could upload pictures of their tree beds and observers could vote on their favorite one. The contest was met with enthusiasm from the public; over 1,200 unique visitors looked at the campaign online during the 50 day period it was open.