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MAKE-A-WISH UK: Charity for critically ill children launches ambitious news

 

Children’s charity Make-A-Wish UK launches ambitious new campaign Light up the Darkness - a rallying cry to grant wishes for the tens of thousands of children who are living with critical illness across the UK.

 

The Covid-19 pandemic, has had a catastrophic impact on the charity’s ability to grant wishes, resulting in a 40% reduction in income across 2020/21, and restrictions leaving thousands of children waiting for their wishes to be granted.

 

More than 60,000 children in the UK have been diagnosed with a critical condition changing their lives and the lives of their families forever.

 

The joy of childhood is brought to an abrupt end, with treatment plans, hospital visits and sleepless nights taking over.

 

As restrictions have lifted, the charity has seen referrals more than double for rush and priority wishes - where a child has a prognosis of less than six or 12 months, or faces a significant medical intervention such as a transplant or chemotherapy.

 

The power of a wish revives a childhood stolen by critical illness.

 

It brings light and joy to children and their loved ones at the darkest of times and leaves a profound and lasting impact on all their lives. However, currently the charity can’t be that light for everyone.

 

Jason Suckley, Make-a-Wish UK CEO, knows that it takes an army of volunteers, supporters and donors to help these children feel like children again and has witnessed the smiles that it puts on children’s faces.

 

The new film launched by the charity film shines a light on the stark reality of what some families are facing this Christmas, in sharp contrast to many of the other adverts currently being released on our screens.

 

Themes we’re familiar with from traditional Christmas ads fall away into darkness, but lights in the darkness symbolise wishes granted to a sick child, and some of the young faces lit up by magic are of real children whom Make-A-Wish has helped.

 

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