about our brand
about our brand
Embedded Files
In This Section: Our History | Our Brand Essence | Our Mission | Our Vision | Our Tagline | Our Values | Our Voice | Where We Work | Wishes | Our Brand
our history
our history
I wish to be a police officerChriswish granted, 1980leukemia
In 1980, 7-year-old Christopher James Greicius wished to be a police officer for a day.
Little did he know that his wish would create a movement that would transform millions of lives.
Little did he know that his wish would create a movement that would transform millions of lives.
Chris’ wish inspired the eventual creation of Make-A-Wish. And since Chris’ life-changing experience, Make-A-Wish has granted the wishes of hundreds of thousands of children battling critical illnesses all around the world. With each wish, comes renewed strength and encouragement for every child and family we serve. We believe, that just as they have for the last 38 years, wish experiences will continue to play a vital role in a child's treatment, serve as an encouragement on a family's journey and provide a source of inspiration for millions of people.
This is the power of joy. This is the power of community. This is the power of imagination. This is the power of hope.
This is the power of joy. This is the power of community. This is the power of imagination. This is the power of hope.
I wish to take care of the worldAmelia, 8brain cancer
Photo credit: Rebecca Allen Photography
Photo credit: Rebecca Allen Photography
OUR MISSION
OUR MISSION
Together, we create life-changing wishes for children with critical illnesses.
Together, we create life-changing wishes for children with critical illnesses.
We believe critical illness steals childhood away from a child, while a wish has the power to return it. That is why we strive for every child with a critical illness to be granted a wish that will be so inspiring and life-changing, they will feel like they are granted a childhood.
Our mission is our common starting and ending point. It's what unites us, what we strive for and ultimately what we do – every single day.
our VISION
our VISION
TO GRANT THE WISH OF EVERY ELIGIBLE CHILD
TO GRANT THE WISH OF EVERY ELIGIBLE CHILD
We're on a quest to bring every eligible child's wish to life – a goal that is born from the idea that a wish is an integral part of a child's treatment. Our vision is our roadmap. We will not stop until every eligible child with a critical illness is granted a childhood, thanks to the everlasting impact of a wish-come-true.
OUR TAGLINE
OUR TAGLINE
TRANSFORM LIVES, ONE WISH AT A TIME.
TRANSFORM LIVES, ONE WISH AT A TIME.
A wish has the power to bring childhood back to children living with a critical illness, transforming their lives since diagnosis, when the feeling of childhood was taken away from them.
This tagline is our rallying cry. It is the public representation of our brand essence and creates an emotional bond in a way that invites others to join.
I wish for a puppyMallory, 10leukemia
Photo credit: Catherine Clay Photography
Photo credit: Catherine Clay Photography
our brand essence
our brand essence
We want everyone who interacts with Make-A-Wish to experience the power of imagination and the strength that comes from it.
Spark imagination, deliver strength
Spark imagination, deliver strength
Imagination is powerful. It is the beginning of the Make-A-Wish journey. A child's imagination is at the heart of everything we accomplish together. Imagination alone inspires, renews and entertains. We do everything we can to capture a child’s heartfelt wish and make it a reality.
Strength is essential. Especially when you’re fighting for your health. We stop at nothing to deliver it. In large doses. The strength to be resilient; the strength to unify a community; the strength to find hope. And it doesn’t stop there. A wish-come-true empowers and transforms the lives of anyone who plays a part.
I wish to visit MonacoGarron, 9acute lymphoblastic leukemia
OUR values
OUR values
Our values are the basis for how we behave and operate as an organization. They should be represented in everything we do.
Child Focus
Child Focus
We always put wish children first.
Integrity
Integrity
We are honest, transparent and respectful.
Impact
Impact
We deliver life-changing work.
Innovation
Innovation
We are bold, imaginative and creative.
Community
Community
We are a diverse group of people working together towards a common goal.
our voice
our voice
The way we communicate is a key part of our brand strategy.
The way we communicate is a key part of our brand strategy.
Our voice is:
Straightforward
Straightforward
Our messaging and storytelling is direct and clear; it is not terse, emotionless or dry.
Sincere
Sincere
Our messaging and storytelling is authentic, passionate, warm and personal; it is not pretentious or too sentimental.
Powerful
Powerful
Our messaging and storytelling is bold, engaging, dynamic and informed; it is not aggressive or academic.
Vibrant
Vibrant
Our messaging and storytelling is compelling and expressive; it is not overemotional.
These serve as basic guardrails. When creating content, ask the question, “Does what I’m producing fall within these guidelines?”
Where we work
Where we work
Regardless of our role, each of us is passionate about granting wishes. In fact, no one knows wish granting better.
Regardless of our role, each of us is passionate about granting wishes. In fact, no one knows wish granting better.
Make-A-Wish is a group of more than 1,800 employees around the world who, together, grant the wishes of children fighting critical illnesses – whether the wish is granted in the bustling heart of Bangkok, in the relaxed towns of Middle America or along the river Thames. This diversity creates a vast network of caring people who can make most anything happen.
We’re joined by a force of 40,000 volunteers worldwide who are united in our quest to make our communities better places by infusing hope and joy into the lives of many. Together, we are Make-A-Wish.
50 countries | 40 international Affiliates | 62 U.S. chapters
50 countries | 40 international Affiliates | 62 U.S. chapters
I wish to hug a penguinOmar, 10blood disorder
Photo credit: SeaWorld
Photo credit: SeaWorld
Wishes
Wishes
If you could wish for anything, what would it be?
If you could wish for anything, what would it be?
That one question is an invitation to unleash limitless imagination. To envision the impossible as possible. To dream.
That one question is an invitation to unleash limitless imagination. To envision the impossible as possible. To dream.
We believe wishes improve the odds for wish children fighting critical illnesses. It’s why we do what we do. Sure, wishes are amazing and fun. More than that, they inspire and have the power to change lives. Wishes help children look past their limitations, families overcome anxiety and entire communities experience joy.
Most importantly, wishes can improve a child’s quality of life, giving them a better chance of recovering.
Wishes are the driving force behind all we do because, put simply, wish experiences transform lives.
Wishes are the driving force behind all we do because, put simply, wish experiences transform lives.
OUR BRAND
OUR BRAND
Our brand is a beacon of hope during one of life’s most difficult times. This hope is the most precious thing we can offer. That’s why we won’t stop until we grant the wish of every eligible child.
We believe that presenting the Make-A-Wish brand consistently across all mediums and platforms will transform the lives of even more children and families.
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