US Creative Work of the Week: Make-A-Wish takes to the streets of Chicago

Make-A-Wish's Chicago event is the US Creative Work of the Week

In celebration of World Wish Day, Gyro and its client, the Make-A-Wish Foundation, took to the streets of Chicago to raise awareness of the organization and extend the brand’s 'Hope is Medicine' campaign.​

The goal was to change public perceptions about how wishes for children work.

"The wishes are for any children with serious illnesses,” said Doug Kamp, executive creative director at Gyro Chicago.

The public campaign took place in Pioneer Court in Chicago with people ranging from firefighters to medal-winning gymnasts inside giant medicine bottles to spark awareness and conversation around what Make-A-Wish can do to help a broader range of children. Research shows that hope for a sick child accelerates recovery time and the goal was to not to fundraise but to deepen the understanding of Make-A-Wish’s work.

“Our job wasn’t to solicit donations, it was to raise awareness that there are plenty of wishes to be granted and to get more kids to sign up,” added Kamp.

An estimated 30,000 people saw the campaign and some in attendance shared their stories of how Make-A-Wish made a difference.

Most of the materials for the campaign were either free or set at a low cost. Costumes, pill bottles and printing were donated and the Pioneer Court space was rented at a very low rate. The campaign also includes print, posters and digital for Make-A-Wish.

For its drive to help grant wishes to sick children, and the positive and creative way it went about the public PR campaign, our readers voted it the US Creative Work of the Week.

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.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.