Wishes campaign highlights health impact for children

Make-A-Wish Canada has introduced a national brand campaign highlighting the role wishes play in the treatment of children with critical illnesses. The campaign, Wishes Are Medicine, emphasizes that wishes are not just uplifting experiences but can also support children’s health outcomes.

At the centre of the campaign are self-recorded videos from children describing their journeys with illness and the difference a wish can make. In a symbolic twist, each child holds up a doctor’s prescription — not for medicine, but for a wish such as visiting a theme park, swimming with dolphins, or becoming a princess.

Meaghan Stovel McKnight, Chief Executive Officer, Make-A-Wish Canada: "Wishes are life-changing prescriptions. They’re a powerful part of a child’s treatment journey, bringing both children and their families strength, hope and resilience — all of which are essential in fighting the impact of critical illness. Not all medicine comes in a bottle."

Research cited by the organization shows that ninety-five percent of medical practitioners believe wishes improve health outcomes. Children who received a wish were 2.5 times less likely to have an unplanned hospital visit and 1.9 times less likely to use the emergency department.

The campaign was developed with creative partner Zulu Alpha Kilo and directed by Jordan Findlay of Boldly Productions. Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo: "While Make-A-Wish is well-known by Canadians, they may not know there's research proving the real impact a wish can have. We love the raw simplicity of these stories and hope they help show that wishes are not something extra, but are as essential as medicine in their treatment plan."

Post-production was handled by Outsider Editorial, Alter Ego, and Grayson Matthews, with French adaptation by TFS. Media planning and buying were managed by Zulumatic and Yeeboo Digital. Beyond film, Zulu Alpha Kilo also developed a new design system featuring medical iconography to visually connect the campaign with the healthcare space.

The Wishes Are Medicine campaign is running across broadcast, digital, social, and out-of-home channels. Communications direct audiences to a dedicated landing page with an invitation to donate, positioning contributions as a way for Canadians to help “fill a life-changing prescription” for children in need.

www.makeawish.ca

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