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Digital Campaign of the Week: Make-A-Wish Foundation
By Helen Barrett, Third Sector Online, 28 October 2009
Wish Workshop (Make-A-Wish Foundation/Cadbury)
A Wish Workshop full of animated whimsy supports the charity's fundraising partnership with Cadbury
What is it?
A microsite called the Wish Workshop, created to host the Make-A-Wish Foundation's three-year partnership with Cadbury.
The site combines stop-frame animation with real-life stories - some in video form - of wishes granted to beneficiaries by the charity. These will be added to as more wishes are granted.
Supporters can donate directly via the site (a live feed shows the latest donations), or volunteer through a link to the charity's website.
Why a Wish Workshop?
"We noticed the foundation was constantly launching new wishes, so we wanted to create a world where new wishes are built," says Jeremy Garner of digital agency Weapon7, which created the campaign.
The agency made five films of stop-frame animation for the site. "Each of the five characters losely represents a type of wish," says Garner. "We used traditional, Oliver Postgate-style techniques because we wanted viewers to use their imaginations. For example, the characters don't have voices, they just make strange noises."
How is it being promoted?
The microsite's URL will appear on more than 16 million festive chocolate packs in the run-up to Christmas.
Third Sector's verdict
Gentle animation is combined cleverly with real-life stories – great motivation for donors. It should appeal to all ages.
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