Monday, June 7, 2010


so I mean, it's not that big of a deal...

but it is.

I wrote a press release last week for a j. simms client, the City of Imperial Beach, who was partnering with the Make-A-Wish Foundation to grant a five-year-old boy from Nebraska's very special wish.

Braden Van Eperen was diagnosed with Duchenne muscular dystrophy in December of 2007. Duchenne's is a progressive and life-threatening disease, characterized by a decrease in muscle mass, and loss of muscle function in male children.

Although Braden is still able to walk, he will be confined to a wheelchair most likely before the age of 12, and may not make it past his teen years.

The Make-A-Wish Foundation asked Braden what his wishes were, and he replied:

1. Go the beach.
2. Go to Saturn.

He learned about the beach in his kindergarten class, and wanted to build a sandcastle.
The Make-A-Wish Foundation flew him, his sister, parents and grandpa to San Diego, the sandcastle capital of the world.

Braden arrived in style Friday morning, chauffeured by a limo to the beach. This was his first time to California, first time to the beach, and first time building a sandcastle.

Volunteers from teams that compete in the U.S. Open Sandcastle Competition were already there to help make sure everything went smoothly, and to help build any kind of castle Braden might want to during his time at the beach.

While here, the family attended Seaworld, the San Diego Wild Animal Park, Legoland and Disneyland.

This was such a neat opportunity for me, and a little bit outside of the clients I'll continue to be working with this summer. I arrived at the beach on Friday morning, ready to direct media where they needed to be and to make sure they knew who to talk to.

The story was picked up by the San Diego Union Tribune, and featured on the 6p.m. and 11p.m. news on Channels 6 and 9 in San Diego as well as here.

I was able to talk to Braden's mom, who has tried to stay optimistic about future treatments for Braden, and does not take moments like the ones we shared Friday for granted.

How often we all get caught up in our everyday, and forget things like being grateful for normal days. I've been living in San Diego for a month now, and have already forgotten how beautiful I thought everything was, or just stopping to take the time to feel warm sand between my toes.

Coming from a five-year-old who may only live 1/8 of his life normally, going to the beach is a simple wish.

Tomorrow, I may have to do just that.


  1. Roxy I had no idea the type of things you were doing down there. That's awesome! Roxy you are so talented!

  2. After watching a recent NBA game, I decided what my Make a Wish wish would be if I were in the situation, so I decided to come here to put it on record. I hope that is okay.

    I would like to feel like an NBA player for a game by playing on a court that makes me feel as tall and as athletic as they are. The basket would be lower, the court smaller, and I would need 20,000 short people in the stands cheering me on. Let me know if that will be a problem.