The Story Behind a Wish

Our visual storytelling helped support the ongoing work of Make-a-Wish, by giving a voice where it was needed.

The Make-a-Wish Foundation faces an ever-shifting project load in the pursuit of its mission.

In this case study, we look at how our media work supported their efforts through focused storytelling.

Project

The Make-a-Wish Foundation is a non-profit organization that provides life-changing gifts and experiences to children with critical illnesses. In many cases, these gifts renew hope for patients and families, and may mark a turning point in treatment. In all cases, Make-a-Wish gives patients and families profound memories that will last a lifetime. 

As a non-profit, Make-a-Wish supports its efforts through individual donations and philanthropic giving. It’s been said that all sales are emotionally driven, and nowhere is that more true than in the field of fundraising. To convince individuals to donate, they must be effectively convinced that it is “worthwhile” to part with their money.

In working with Make-a-Wish, it was our job to promote this “worth,” and convince prospective supporters to give.

Execution

Storytelling and empathy go hand-in-hand. Through storytelling, we can get a glimpse into someone else’s life and appreciate the world from their perspective. 

We partnered with Make-a-Wish to create a series of short, impactful videos featuring patients and their families. We employed a variety of approaches, sometimes including interviews and commentary, other times relying on visual montage to tell the story. In every case, we created the videos with the intent that audiences would forge an immediate emotional connection to the subject’s circumstances. 

If our work were branded under a single word, it would be: Hope. In each video we depicted how Make-a-Wish gave children and their families something to look forward to. In some instances, we featured families as they expressed their gratitude. In others, we simply showed it, through tears and heartfelt action. In some instances, the children themselves shared their own wishes and expressed their thanks. And in certain cases, the children themselves had no voice with which to say thanks. Our storytelling visuals leant them that voice. 

The goal for these videos was to deliver a profound impact in a small package. Our deliverables expressed a clear need and value proposition in mere minutes. This meant that at fundraising events, a number of deeply-moving stories could be imparted to hundreds of prospective supporters in a very short time.

Conclusion

One could spend a great deal of time describing the merits of Make-a-Wish Foundation’s work. But by showing the affected children and their families, we can relate their stories in a fraction of the time. Our visual storytelling helped support the ongoing work of Make-a-Wish, by giving a voice where it was needed.


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