Make-A-Wish Foundation®

Wishes Forever®

We had just been awarded the Make-A-Wish Foundation’s 2009 General Marketing video when we were asked to also create a high-impact, emotionally compelling video that would promote the Foundation’s 2009 National Endowment Campaign. The campaign’s goal was to raise funds to support the ever-increasing number of wish requests by inspiring major donors to create an endowment in perpetuity. Our goal was to help make it happen.

Switching it out

Our target audience was already familiar with the Foundation, but not yet with the Endowment Campaign. Past Make-A-Wish Foundation videos had featured multiple wish stories, in part so that different races, wish types, ages, medical conditions and genders would be represented. We had to find a new way to speak to the audience – a way to show the impact of a wish that would turn potential donors into actual donors.

The story of a wish

Connecting with one child as her wish was granted was the answer. Accompanying the “wish child” and her family, we took the viewer on the journey right along with the child. The Make-A-Wish Foundation’s key messages, mission and goals were woven unobtrusively throughout the video. The result was a seven-minute video that brought smiles, laughter, tears and cheers.