Help Us Find A Cure | Cureshank | Cause Marketing

The challenge: How do you create compelling fundraising content featuring a child with severe special needs without exploitation? Working with intimate home footage of a nonverbal child with Phelan-McDermid Syndrome, I focused on her constant effort to learn and grow rather than her limitations. The narrative centered on her 'work'—therapy sessions, learning attempts, moments of progress—opening with her birthday to establish life and hope. The approach balanced heartstring-pulling emotion with dignity, driving donor action while honoring the subject.