Make-A-Wish Canada conducts campaign
Toronto-based charitable organization Make-A-Wish Canada is conducting a one-month campaign timed to coincide with World Wish day on April 28. The campaign is part of an international initiative using the theme, "wishes take muscle." During April, the organization will work to grant as many wishes as possible to children with critical illnesses, highlighting that a wish can give children the mental strength to fight their illness. The campaign will also focus on donors, doctors, volunteers and other supporters who work to make wishes possible.
The effort includes a series of public service announcements featuring Make-A-Wish children depicting a superhero, a mermaid, a pop star, a marine, an astronaut and a makeup artist. The creative also features celebrity wish-granters John Cena, Johnny Depp and Steve Harvey. The campaign also includes a social media component called the "Arm Wrestle Challenge," which encourages consumers to raise awareness and funds for the organization.
"Wishes would not be possible without the collective muscle of countless Make-A-Wish supporters right here in the local community," said Jennifer Klotz-Ritter, president and CEO of Make-A-Wish Canada. "The World Wish Day campaign allows us to acknowledge all of the people who lend their muscle to creating wish experiences that build the emotional and physical strength children need to fight their illness."