Pillar 4: Emotion

CONCEPT

When a diagnosis is made, everything changes. The unthinkable becomes new reality and it is the start of a long and devastating journey for the child and the family. 

WHY IT'S IMPORTANT

• Creates the emotional bond by making the audience empathize with the child and family. 

• Creates the negative situation and feeling that will make the impact of the wish be perceived as vital and necessary for the child. 

• Sets the stage for the NEED and the PROBLEM we try to solve: that diagnosis and critical illness steal childhood from that child. 

CONCEPT

The healing power of a wish, against the stolen childhood. 

WHY IT'S IMPORTANT

• Healing is important to everyone, so mentioning that healing effect through a wish, it can be fulfilling and important to the audience. 

• Transfers a power to the audience: to do a small part in healing a child by supporting their wish. 

CONCEPT

A wish experience positively impacts the life of a child – and will forever enrich yours.

WHY IT'S IMPORTANT

• Appeals to our proven desire to give to causes that help us feel fulfilled

• Focuses on the personal enrichment and positivity that comes with helping grant a wish

• Establishes a wish as a life-changing event, rather than just a single moment in time

CONCEPT

When they smile, you’ll smile. Experience firsthand the awe-inspiring and uplifting power of true happiness, when you grant a wish for a child battling a critical illness.

WHY IT'S IMPORTANT

• Presents a familiar and universal expression – a smile – to convey positive emotions

• Creates a tighter sense of belonging to a common cause

• Connects the emotion of another person to our own emotions

CONCEPT

There are few experiences more powerful than making a wish come true.

WHY IT'S IMPORTANT

• Conveys the incredible emotion and impact that comes from a wish

• Shows that the experience is just as meaningful for those who are giving as those who are receiving the wish

• Offers an invitation to join Make-A-Wish in a powerful experience