A large billboard in the center of Times Square was most effective way we could help grant the dying mother’s last wish. It was more personal to the brand, as opposed to a strategic reason for putting up the billboard. Wingman assumed at the very least that the mother/daughter duo would have some fun and create memories. The brand is all about helping others so it fit within their ethos.

"We couldn’t have envisaged that we’d get 1,000+ press pieces from top tier media across the world and so much attention for them both. Thousands of people emailed in to help, support and suggest their son or brother as a potential match for Molly. Beth was absolutely thrilled and speechless at the outpouring of love that the nation felt for her.”