Cindy Aviram's Content Portfolio

Campaigns

Cindy’s editorial leadership on campaigns leads to storytelling that is inspiring and actionable.

Her copywriting drives business results and changes lives.

1. World Wish Month 2024

In a bold initiative to expand its reach and impact, Make-A-Wish unleashed a dynamic new campaign in 2024 called “WishMakers Wanted,” designed to resonate with diverse audiences on a monumental scale. Embracing 360-degree storytelling, we wove a tapestry of narratives that invited both the general population and targeted groups to envision themselves as integral parts of our mission, with wish kids at the heart of every story. By making our cause feel relatable and accessible through immersive storytelling techniques across multiple platforms, Make-A-Wish inspired more than 1 million new WishMakers to take action for wish kids and join our mission, and the campaign generated more than $5 million overall. Cindy’s team came up with the creative concept and led further ideation, content gathering, storyboarding and production of all video content and content strategy on social media, and supported all content development for wishmaker.org. The campaign was also embraced by dozens of celebrities and 93% of Make-A-Wish chapters nationwide, generating a vast amount of WishMakers Wanted content across social media platforms, as well. View more examples of the content that Cindy developed, created and supported below.

Wish Kid Jayce and Some of His WishMakers

Wish Kid Mya and Some of Her WishMakers

Wish Kid Luke and Some of His WishMakers

2. Holiday 2023 at Make-A-Wish

The holiday giving season is the most crucial fundraising drive period at Make-A-Wish. In collaboration with Creative and Revenue teams, Cindy provided strategic editorial counsel, tactics and messaging from the content ideation phase through the launch of campaign. Powerful testimonials and a cohesive storytelling approach across channels positioned fundraising teams at the National Office and 58 chapters nationwide to break through the noise and achieve revenue goals. Below are samples of Cindy’s original work to bring the written campaign to life.

The above campaign “manifesto,” written exclusively by Cindy Aviram, served as a messaging alignment tool for the entire Make-A-Wish enterprise to utilize when developing fundraising materials.

Gage’s wish to go adaptive skiing

Gage was one of the inspiring faces of the Make-A-Wish Holiday 2023 campaign. His story is one of resilience, hope and strength within his entire family. Cindy performed family interviews during Gage’s wish experience and provided storytelling counsel to the team’s video manager to create the below videos that were strategically leveraged on social and email platforms throughout November and December fundraising periods.

Ads and Wish Story Featuring Gage

Print ad that demonstrates impact
Vertical ad featured on web, demonstrating need
Wish story provided to donors alongside proposal

T.J.’s waiting wish to go to outer space

As T.J. was waiting for his wish to be granted, Cindy partnered with our team’s creative director and video manager to talk with T.J. and his family about his cancer journey and what his wish symbolizes for him. Cindy supported family interviews remotely and provided storytelling counsel to the video manager to create the below videos that were strategically leveraged on social and email platforms throughout the November and December fundraising periods at Make-A-Wish.

Wish Story Featuring T.J.

Social Content and Tactics

In addition to providing guidance on when and how to share Gage and T.J.’s stories on Instagram, Facebook and Twitter, Cindy also suggested a fresh approach to Make-A-Wish Giving Tuesday fundraising asks, utilizing bold text and photography to emphasize an urgent need for donations.

3. World Wish Day 2022

World Wish Day is April 29, the anniversary of the wish that inspired the founding of Make-A-Wish in 1980. In 2022, Cindy launched an innovative messaging initiative to be unveiled as part of that year’s World Wish Day; one that would shift audiences from brand awareness to deeper mission understanding by demonstrating the urgent need that Make-A-Wish addresses: relief from the emotional trauma that children endure when battling critical illnesses. The below manifesto and storytelling approach ultimately set a new precedent for the organization’s messaging and led to the 2022 Wish Impact Study, which adds tangible proof that wish alum experienced improved mental and emotional health after their wish was granted.

The above “manifesto,” written by Cindy Aviram, served as a messaging alignment tool for the entire Make-A-Wish enterprise throughout the World Wish Day 2022 campaign, and, ultimately, beyond into always-on messaging for the enterprise.

2022 World Wish Day Messaging in Action

Ad featured in People in April 2022. Copy written by Cindy Aviram. Ana’s story and more of Cindy’s messaging strategy can be found in email.
A celebrity wish granter generously posted the above video in support of Make-A-Wish and World Wish Day in 2022, utilizing the talking points written by Cindy Aviram. View those talking points here.

4. Additional Campaigns

Some captions below include links to additional work by Cindy Aviram, as part of associated campaign.

Featured in American Way as part of Make-A-Wish 2019 World Wish Day awareness campaign. Copy written by Cindy Aviram.
Print ad featured in People Magazine as part of Make-A-Wish 2019 Travel Month airline miles campaign. More of Cindy’s messaging strategy, storytelling and editorial leadership on the campaign can be found here.
Print ad developed in recognition of Childhood Cancer Awareness Month. Copy written by Cindy Aviram
Tagline written by Cindy Aviram and featured across Make-A-Wish social and email solicitations. This tagline supported the organization’s inaugural effort to elevate its relevancy during Childhood Cancer Awareness Month and for the first time, claim a competitive space during this fundraising drive period. The 2019 campaign helped increase total online revenue for the month by 14 percent YOY.