In This Section: Our History | Our Brand Essence | Our Mission | Our Vision | Our Tagline | Our Values | Our Voice | Where We Work | Wishes | Our Brand
In 1980, 7-year-old Christopher James Greicius wished to be a police officer for a day.
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.
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.
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.
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.
We want everyone who interacts with Make-A-Wish to experience the power of imagination and the strength that comes from it.
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.
Our values are the basis for how we behave and operate as an organization. They should be represented in everything we do.
We always put wish children first.
We are honest, transparent and respectful.
We deliver life-changing work.
We are bold, imaginative and creative.
We are a diverse group of people working together towards a common goal.
Our voice is:
Our messaging and storytelling is direct and clear; it is not terse, emotionless or dry.
Our messaging and storytelling is authentic, passionate, warm and personal; it is not pretentious or too sentimental.
Our messaging and storytelling is bold, engaging, dynamic and informed; it is not aggressive or academic.
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?”
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.
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.
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.