One Moment

The One Moment video was created to help Make-A-Wish America acquire new donors. The strategy was to inspire, rather than use common tropes of sadness and desperation. By focusing on positivity, the agency highlighted wish stories to illuminate that a wish is a turning point that helps healing and recovery, and elevated the organization's brand to motivate support.

Make-A-Wish "One Moment"
Sometimes, one moment changes everything. Our task was twofold: Dispel the misconception that Make-A-Wish grants "last wishes" for children with terminal illnesses and communicate the transformative effect of a wish to give children renewed strength to fight harder. We discovered that family members and health professionals, including nurses and doctors, overwhelmingly believe that the wish experience influences a wish kid's physical health. This key insight helped power our integrated campaign and television commercial: "One Moment Changes Everything." Whether a music video, football game, park adventure or marine mission, wish moments serve as turning points for children with life-threatening medical conditions - and these moments are only made possible by dedicated donor support. Roll over the thumbnail below and click the magnifying glass to watch the video.