Messaging Do's and Don'ts

Use this Do's and Don'ts document for additional guidance when utilizing some of the messaging material within the Make-A-Wish Brand Book.

DO...	DON'T...
DO use the word “can” when speaking about outcomes related to a wish. Example: Wishes can improve a child’s physical and emotional health and may give them a better chance of survival.	DON’T state outcomes related to a wish as a guarantee or fact.
When referencing the term "heal" (which should be done sparingly), DO ensure that its use conveys a general use of the term, capturing emotional, physical and spiritual healing. DO use the phrase "part of the healing process." Example: The wish experience served as part of the healing process for Natalie and her family.	DON’T associate the term heal with physical health and DON’T ever insinuate that wishes directly heal or cure.
When making bold statements, DO use the term "we believe." Example: We believe wishes improve the odds for wish kids fighting critical illnesses.	DON’T make bold statements as fact or without attribution.
DO use firsthand quotes and statements by doctors and medical professionals. Example: Dr. Rogers, a well-respected pediatric oncologist who has referred dozens of children to Make-A-Wish over the years has told us, "In my professional opinion, wishes give kids an edge in fighting their illnesses."	DON’T attribute scientific or medical-based statements to Make-AWish staff or those who do not possess the expertise to substantiate claims.
DO stick closely to terminology used in any studies you are citing.	DON’T generalize or put research terminology into your own words.

Still have questions? Send an e-mail to brandrefresh@wish.org.