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Special Project

Special Project
From the 4th Annual Shorty Social Good Awards

Connor’s Cure “Superstars of Tomorrow”

Entered in Multi-Platform Campaign


The objective of Connor’s Cure “Superstars of Tomorrow” campaign was to rally and unite the entire WWE Universe to raise awareness and provide resources, strength and hope to those battling pediatric cancer.


In 2014, Stephanie McMahon, Chief Brand Officer at WWE, and her husband, Paul “Triple H” Levesque, Executive Vice President, Talent, Live Events & Creative at WWE, established Connor’s Cure, a charitable fund established in memory of WWE fan, Connor “The Crusher” Michalek, who lost his battle with medulloblastoma, a rare tumor that affects the brain and spinal cord. 


Connor’s Cure is dedicated to raising awareness and funds that support cutting-edge research at pediatric cancer facilities, while also advocating for increased public funding for pediatric cancer research. In partnership with The V Foundation and Children’s Hospital of Pittsburgh, Connor’s Cure has raised nearly $3 million to date and assisted more than 500 families around the world to date.


Strategy and Execution

In 2018, WWE relaunched the Connor’s Cure “Superstars of Tomorrow” campaign, which featured 11 Kid Superstars who were transformed into their own WWE Superstar characters. Each child designed their own ring gear, chose their entrance music and revealed their Superstar personas in front of more than 800 fans and WWE Superstars at WrestleMania Axxess, a fan festival which unites fans from across the world.


Continuing the “Superstars of Tomorrow” campaign, and in support of Pediatric Cancer Awareness Month in September, WWE promoted Connor’s Cure and the V Foundation. WWE also partnered with Hyundai for Hyundai Hope On Wheels (HHOW), a 501(c)(3) non-profit organization committed to helping kids fight pediatric cancer. HHOW joined WWE during the month of September to offer children fighting cancer at HHOW partner pediatric institutions a “VIP & Super Fan Experience,” including VIP seating, WWE backstage access and private meet and greets with WWE Superstars.


Through brand activation at live events, WWE featured Connor’s Cure logo on event marketing materials and various key TV set elements, including the announcer table, entrance ramp, ring skirts and ring posts. WWE Superstars, talent, referees and announcers wore Connor’s Cure merchandise, stickers and pins. WWE also produced a Connor’s Cure commemorative ticket that was available for purchase, with $2 of each sale benefitting Connor’s Cure.


Additionally, for the first time, on September 10th during Monday Night Raw in New Orleans, the Kid Superstars and their families returned where they were introduced onstage by WWE Superstar Big Show. This inspirational and uplifting moment allowed these Kid Superstars to have fun, forget their concerns over their health and be center stage for the extraordinary fanbase of the WWE Universe who cheered them on as they made their grand entrance. On September 17th, during an episode of Monday Night Raw, five patients from Dallas Children’s Hospital were featured in WWE Superstars Bayley and Sasha Banks’ entrance.


Ending Pediatric Cancer Awareness Month on a memorable high note, Zafar Brooks, Executive Director of HHOW, presented Connor’s Cure with a donation of $200,000 during an episode of Raw in Denver, Colorado on September 24th. Stephanie McMahon and Paul “Triple H” Levesque also honored Carter Gates and Elizabeth Blair, two HHOW National Youth Ambassadors and childhood cancer survivors, with their own WWE Championship Titles.



Video for Connor’s Cure “Superstars of Tomorrow”

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