One Moment

Frequently in the non-profit industry, an air of melancholy, despair, and heartache, overwhelm fundraising campaigns. Organizations leverage these themes for a very simple reason – they perform. Fundraising campaigns for the Make-A-Wish Foundation, however, must be representative of the hopefulness and optimism the organization brings to children who are fighting life-threatening illnesses.

We knew we wanted to create an umbrella campaign for Make-A-Wish that represented the wish effect. So many people have the impression that Make-A-Wish grants dying wishes, but that couldn’t be farther from the truth. What’s so important about wishes, is that they are a spark that ignites a turning point for sick kids. Doctors have testified to this wish effect and how it helps kids beat deadly diseases. Our creative team began talking about those sparks as small moments that create huge change. That’s why we wanted to focus on each moment and how one incredible experience can change everything for these wish kids. It’s an idea that makes the viewer see that they can truly be an agent of change for sick kids when they support Make-A-Wish. One moment changes everything.

Featuring wish kids during their wish experience, the creative executions within the One Moment campaign focus on the positive impact from having their wish granted. This campaign illuminates the pivotal moment that helps facilitate healing and recovery, and elevates the organization's brand to motivate support.