The global pandemic has launched us into an unprecedented moment of social responsibility. As attitudes and behaviors change during COVID-19, it is more important than ever for your brand purpose to reach the needs of people and communities. Attend this webinar to learn how Stand Together and the Make-A-Wish Foundation have mobilized during crisis and plotted a course during this world-defining period. Our expert panelists will give critical insights on how to reach your audience and translate core values into purposeful action, during one of the greatest challenges of our time.

1. Earningyourbrandpurpose
duringcrisis
Howtoreachyour audience andtranslate
corevaluesintopurposefulaction

2. Welcome
Clay Broga
Chief Marketing Officer
Stand Together
Tara Wilson-Jones
Vice President of Marketing &
Communications at Make-A-Wish Mid-Atlantic

3. Make-A-Wish
Corevalues,message&impact

4. Corevalues,Message&Impact

5. Corevalues,Message&Impact
The role of community with each wish has always been part of our base identity, so
how do we lean in to elements and messaging?

6. Corevalues,Message&Impact
2 3
Our core: to grant wishes Wish impact is communal:
extends to whole community
that surrounds the child +
community that grants the wish
We’ve always been in this
together; how do we connect
that to the present moment?
CorEVALUES
1 3

10. fEELLIKEYOU’VESEENTHISBEFORE?
EveryCOVID-19commercial
isexactlythesame

15. https://www.facebook.com/watch/?v=159338
122102678

19. Make-A-Wish
hOWCOVID-19 hasimpactedourmission

20. ● Joining the conversation vs. demanding to lead
or change it
● Adding content that serves the audience not
just your mission
→ How do you do both?
Adapting&beingmindfuloftonedeaf actions

21. ● What can we do to help with that?
● Rich content that reminds people of
hope such as wish videos, photos and
stories
● Ask yourself?
→ what we have always done?
→ what will we continue to do?
→ what we will need help doing as we
move forward?
PeopleDon’thave answersorcontrol

22. Resilience advice andresourcesfrom
wishfamilies

23. Resilience advice andresources

24. Resilience advice andresources

25. Actionable,lowbarrierengagement
thatgivespurpose andimpact
● Messages of Hope Campaign
● Virtual Walk
→ Not just an event but 4 weeks of content and Virtual
Participation Guide that met need of audience more than need
of the organization
● Grant a wish

26. Tangibleimpactstillpossible
● Granting wishes and using Amazon lists and distancing delivery
● Cause and effect, tangible impact possible

27. MessagesofHopecampaign

28. UsingCelebrities
● To build excitement & “validation”
→ Capitals
→ Nationals
→ TV Stars

29. UsingCelebrities

30. UsingCelebrities

31. Media Stories&Positioning

36. Q&A

37. Thankyou!
Tolearnmore aboutourservicesvisitus at
greenbuzzagency.com
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info@greenbuzzagency.com