Make-A-Wish Foundation® Unveils 2000 Ad Campaign

Make-A-Wish Foundation of America
Thursday, 27 January 2000

PHOENIX (January 27,2000) — The real power of a wish come true is not just about getting to meet a celebrity or venturing to an exotic place. According to the stars of the Make-A-Wish Foundation's 2000 public service ad campaign – real wish kids – the true power of a wish lies in its ability to give a child back what a life-threatening illness takes away – Laughter. Strength. Hope.

The 2000 public service message builds on the previous year's campaign, which received more than $16 million in donated media across the country for the 20-year-old wish-granting organization.

Filmed on location in Utah, Alaska and Los Angeles by renowned director Ken Arlidge ("Babe" and "Wag the Dog"), the compelling television commercial features wish kids explaining the most impacting benefits of a wish experience.

"It's not just who I get to meet," says 10-year-old Brittany. Walter, age 8, reminds us, "It's forgetting about being sick." And Teddy, also 8, reinforces that it's "Remembering how to be a kid." The spot closes with 10-year-old Amanda boldly refuting the misconception that the Make-A-Wish Foundation only serves dying children, affirming "I am still making plans for the future."

The television commercial is part of a multi-media campaign created as a pro bono service by MARC Advertising of Pittsburgh, the Make-A-Wish Foundation's national advertising agency. Other elements include a series of radio spots, in English and Spanish, featuring the stories of wish kids told in their own words, and print ads, airport ads and outdoor billboards.

"This campaign will help reach those people who may know of a child who needs our help," said Paula Van Ness, president and CEO of the Make-A-Wish Foundation of America. "And to communicate the most powerful benefits of a wish experience, we could think of no one more compelling or appropriate to carry that message than actual wish kids."

In addition to MARC's creative services, a number of other top names donated their time and talent to the cause including post production/editing by Crush Editorial, music score by Michael Whalen and photography by Ron Fehling. Van Ness estimated that the total value of donated services for the campaign topped $1 million.

"This is a labor of love," said Cathy Bowen, MARC's vice president and creative director. "It's a rare case where advertising can really help people in such a heartfelt way. We're very proud to be involved with the Foundation in this way."

Van Ness said that the Make-A-Wish® campaign will make its debut in February in communities across the country and run throughout the year. She said that the Foundation again is looking to local and national media to help support the campaign with donated advertising time and space.

The Make-A-Wish Foundation grants wishes to children under the age of 18 with life-threatening illnesses. It is the largest wish-granting charity in the world with 80 chapters across the United States and its territories and 20 international affiliates. Through private donations and the efforts of more than 18,000 volunteers, the Make-A-Wish Foundation has granted wishes to more than 66,000 children in the United States and more than 7,000 in other countries since being founded in 1980.

For more information, or to contact Make-A-Wish Foundation of America, see their website at: www.wish.org