Make-A-Wish Foundation - "Hope Is Medicine"

gyro Chicago

gyro Chicago Chicago, Estados Unidos

5336

This ad is part of the ACT Responsible Collection

Marca: Make-A-Wish Foundation
País: Estados Unidos

Anunciante: Make-A-Wish Foundation

Título	Hope Is Medicine
Agencia	gyro Chicago
Campaña	Hope Is Medicine
Anunciante	Make-A-Wish Foundation
Marca	Make-A-Wish Foundation
Posted	May 2019
Sector Empresarial	Otros
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.
Medio	Case Study
Duración	176 seconds
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
President	Chris Hill
Ejecutivo de cuentas	Tim Offenburger
Content Strategy	Whitney Hinson
Responsable de la producción	Natalie Snyder