I love actions movies. My favorite are superhero movies. You know, Thor, Iron Man, Captain America and Superman. These movies are suspenseful, not to mention I love Robert Downey Jr..
I also work at Akron Children’s Hospital in Akron, Ohio. This hospital is one of the top Pediatric hospitals in the country. I have a soft spot for helping people, especially kids.
Between my love for kids and my love for superhero movies, I knew I had to share this story the moment I read it. This is the story how San Francisco will change into the coolest city on Earth.
On November 15 San Francisco will turn itself into Gotham City to grant the wish of a 5-year-old leukemia patient. For those of you who don’t know, Gotham City is Batman’s city. The little boy is named Miles. A couple weeks ago, the Make-a-Wish foundation asked Miles what he wished for. Miles’ wish was he wanted to BE BatKid.
photo credit: Make-a-Wish
His wish surprised both his parents and the Make-a-Wish foundation staff members. The foundation made the decision to exceed the expectations of Miles, his family and the community. Taking a huge chance, Make-a-Wish asked the public to participate in changing the life of this little boy.
Jen Wilson, the marketing and promotions manager for Make-a-Wish San Francisco said changing the city for one day, is a great opportunity to spread and share the power of everything Make-a-Wish stands for. The public can see how granting a wish affects not only the children but also their families and the rest of the community.
On the morning of Nov. 15, a “breaking news story” will be aired on TV in San Francisco. The police chief will ask the public if they know where BatKid is because he is needed to bring justice to the community.
According to ABC News, Miles’ day will then include rescuing a damsel in distress tied up across the Hyde Street cable car line and capturing the Puzzler in the act of robbing a downtown vault. As Batkid eats his lunch at Burger Bar, he’ll get a special message from the chief telling him to go to the window where he’ll look out over Union Square and see a huge group of volunteers jumping up and down and asking for his help. The article also stated, a villain will kidnap a well-known San Francisco mascot and Miles will come to the rescue. The final stop is City Hall, where the mayor and police chief will thank him and present him with a key to the city and a crowd will be cheering him on.
The foundation coordinated with hundreds, possibly thousands of community members to be waiting at City Hall for when Miles arrives.
There have been countless offers of people wanting to volunteer in making Miles wish come true. Actors, photographers, videographers and makeup artists all offered services to make this day amazing.
Miles has no idea how amazing his day is going to be.
Hear the story yourself below!
PR Strategy for Make-a-Wish
Contacting local media outlets was the first step. If there is one thing people love it’s making children happy. When the foundation explained Miles’ story, everyone was eager to participate.
The press releases and news releases led intrigued readers and listeners to the website information page where they can learn all of the details of the event.
The Make-a-Wish foundation used Twitter feeds to for various characters in each scenario. The hash is #sfbatkid. The foundation encourages the community to use the hashtag whenever there is information being shared about Miles’ wish.
With the popularity of flashmobs, the foundation took advantage of that. A flashmob will warn BatKid of trouble.
T-shirts have also been designed to sell. The proceeds will go to Make-a-Wish foundation.
Make-a-Wish did such a great job involving the community, a Facebook page called, “BatKid Photo Project” was created in honor of Miles.
I think this is amazing PR on the foundation’s behalf. They took a great idea and came up with great ways to raise awareness within the community while allowing participants to have fun! Well done Make-a-Wish. What do you think of the PR strategy? Thoughts?