Since 1981, the Make-A-Wish Foundation and Walt Disney have been collaborating to achieve the ultimate goal of every child’s dream coming to life. After years of success and saving lives, the two corporations formulated a campaign to celebrate both Disneyland’s 60 year anniversary, and Make-A-Wish’s 100,000th wish. Together, they created the Share Your Ears campaign, designed to help save millions of lives. The main accomplishment these two corporations aimed to reach was the funding to “grant the wish of every eligible child.” Through Disney’s Share Your Ears campaign, this was greatly achieved. 

In November of 2018, Disney launched the campaign on all social media platforms, which led to unbelievable results. Large corporations tend to use social media to reach larger audiences at a rapid speed. Disney aspired to reach children with life threatening diseases, Disney consumers, and social media users. The campaign was not aimed toward any ethnic, racial, or gender group, rather it was targeted at people who wear Disney ears proudly.

The primary focus of the campaign was to fundraise money for the Make a Wish foundation so that they could continue to make children with long term illnesses dreams come true. The campaign also gained the awareness of consumers which showed the importance of Make a Wish and its positive impact on children and their families.

Actor and Disney Star, Neil Patrick Harris participated in the movement during the ABC special, “The Wonderful World of Disney: Disneyland 60”. Although Harris did not just post on the media, he held a fundraiser, modeling a prize: Mickey Mouse ears covered inSwarovski crystals and white gold. By donating $5 to $25 to Make-A-Wish, participants have a chance to win the Mickey ears.  His effort significantly spread the and awareness and publicity of the campaign. 

The original donation was $1 million, but due to the extensive media posts and support, the donation doubled t0 $2 million. There were over 200,000 Share Your Ears hashtags, 54 million media impressions, and 420 social media impressions, and 1.77 million posts. The social media impact included a 330% reach increase, 554% engagement increase, 15% Facebook audience growth, and finally, 13% Instagram audience growth. 

Overall Disney had $150,000 profit just by selling Mickey Ears so people could engage in the campaign. But more importantly, Disney helped grant over 130,000 wishes during the campaign.

This campaign is absolutely successful and meaningful. This campaign provides benefits for both the Disney company and the Make-a-Wish company. First, Disney made a good advertisement to the public to show its care about people in need, including the donation to the Make-a-Wish Foundation. Disney ears are a very typical symbol of the Disney company since it is the character of Mickey Mouse, which helped promote the attention and popularity of the whole company.