|Título||Hope Is Medicine|
|Campaña||Hope Is Medicine|
|Sinopsis|| Make-A-Wish is not a last wish — it’s a lasting wish. For many kids, Make-A-Wish is a turning point in their recovery. Meeting a princess or a sports hero, those experiences turn into hope. And hope has benefits that are as positive as any medicine can be.|
Make-a-Wish suffers from a legacy perception that it only grants wishes to terminal cases, which keeps many families from applying. They don’t want to feel like they are giving up on the child and that this is a “last wish.” In reality, 70% of Make-a-Wish recipients continue to live beyond their illness. The challenge behind this campaign was to shift perceptions of Make-a-Wish among the families of seriously ill children from a last wish to a lasting wish that can be a turning point in a child’s recovery.
Research shows that the joyful experiences that Make-a-Wish brings to seriously ill children can not only lift their spirits, but may actually improve their outcomes. By fueling hope, Make-A-Wish gives children and families a moment of life outside their disease and can play an important role in positive long- term outcomes. A series of print, digital, and outdoor executions illustrated the idea that hope can be just as important as medicine. A live event featuring larger than life images from the campaign succeeded in raising awareness and garnering significant media attention.
Make-a-Wish referrals went from declining, to a 9% increase, and a 19% increase among parents and family members – their most important target.
The campaign received the ‘Brand Advancement Innovation’ award from the National Make-A-Wish organization. This is the highest award recognition they give.
|Director artístico||Raphael Cabrera|
|Director del grupo de creación||Ted Wahlberg|
|Director medios comunicación||Diane Vor Keller|
|Director of Digital||Vic Emond|
|Director ejecutivo de creación||Doug Kamp|
|Director artístico||Matt Olson|
|Director creativo||Andy Mamott|
|Director creativo adjunto||Don Dunbar|
|Art Director Assistant||Zane Barry|
|Ejecutivo de cuentas||Tim Offenburger|
|Content Strategy||Whitney Hinson|
|Responsable de la producción||Natalie Snyder|
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