From Susie, Alex’s mom:

Prior to Beaumont’s Oncology clinic’s visit to Cedar Pointe in the summer of 1998, Alex had a visit from a Make-A-Wish representative asking what she might like as a “Wish”. 

She was having a hard time deciding, since she knew that Bill and I could afford to take her wherever she might want to go. And, in true Alex fashion, she didn’t want to take a “wish” away from someone with limited means. So, off she went to Cedar Pointe with a few of the friends she had made while being treated.

Many of the kids brought along their IV poles and some of them had no hair, with additional visible ailments. And of course, their nurses and doctor accompanied them. Alex was on crutches, since her leg had been amputated that April.

The park had provided special arrangements for these kids; one of which was to place them at the front of line. Many of the children and adults were incensed that these kids were allowed to go to the front of the line, and they verbalized this openly, much to the embarrassment of the clinic children.

On the bus ride home, Alex knew what her wish was going to be—to make a Public Service Announcement with the purpose of letting people know “how to treat someone who looked different, who had cancer, or any sickness for that matter”.

The slogan, “Try a Smile, we could use it”, was born.

We were fortunate that, at the time, Jim Berline was the president of the MAW Foundation. He also had an advertising company, and with the help of a few of his friends and Alex’s friends from the clinic, the PSA was made. A special thanks to Bette Midler for allowing “The Wind Beneath My Wings” to play in the background,

It was December of 1998, near Christmas, when the PSA was recorded.  I remember the men and women that worked on it were so moved, and I thought for them, it was the best Christmas gift they had received .

Alex was in the hospital when the PSA was completed. Jim Berline rushed to the hospital so Alex could see it just before she died. She pulled her oxygen mask down and said, “It’s perfect.” 

Channel 4 carried it along with many cable stations for years. The message is timeless. I still get calls from some friends who are up late and are surprised to still see it being aired.