US Creative Work of the Week: Make-A-Wish Foundation says that 'hope is medicine' in new campaign

Make-A-Wish Foundation's Hope is Medicine campaign

Even with some of the most expensive Super Bowl ads in the running this last week, our readers decided that a print campaign for the Make-A-Wish foundation was a more creative option.

The campaign, by the Chicago and Denver offices of Gyro, aimed to show that Make-A-Wish is not a last wish — it’s a lasting wish. And for many kids, being granted a Make-A-Wish is a turning point in their recovery.

Whether meeting a princess or a sports hero, those experiences turn into hope. And hope has benefits that are as positive as any medicine can be. One design shows a girl swimming with dolphins inside an IV bottle, while another shows a princess with a butterfly in a pill bottle, and a third has a child pouring out some medicine into a spoon as it becomes a magical fairy. All are marked with what looks like a warning or ingredient label but is a message of hope, tagged "Sometimes the best medicine of all is called hope."

For its appeal to the well-being of sick children, and the sense of wonder displayed in the ads, our readers voted the 'Hope is Medicine' campaign the US Creative Work of the Week. See the work by clicking the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

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