The “brand zealots” who staff MRA arekeeping hopes alive in the new year.

The Atlanta marketing agency said it will donate $100,000in services to createa comprehensive awareness campaign for Give Kids the World.

MRA’s work begins this spring. The intent is to heighten national awareness of the Kissimmee, Fla.-based organization and its goal of granting the wish of any child with a life-threatening illness who wants to visit Walt Disney World and other attractions in and around Orlando, Fla.

Give Kids the Worldis a 51-acre resortvillage designed to accommodate families. Half of all “wishes” granted to terminally ill children involve trips to Orlando for week-long, all-expenses paidvacations.

The organization works with more than 300 wish-granting groups, children’s hospitals and hospices around the country.

“We feel privileged to help fulfill the dreams of these children,” said MRA president Scott Russell. “And we’reexcited about givingour employees an opportunity to touchthe lives of so many families.”