We were asked to help with World Wish Day 2015 and use it as a Launchpad for the new #iwishican global communication strategy for Make-A-Wish International. We needed copy for a dedicated website (http://iwishican.org) and the social media content strategy to be developed for the client. As this was a global campaign, the copy needed to be simple and effective and easily translated across multiple languages in over 50 markets. Rupert understood and highlighted to the client that no English idioms and ‘soundbites’ could be used as had been the case before. This insight was used as the framework for the tone of voice, the brand and the campaign and it was successfully rolled out around the world.