In the quests you get to escort an orphan character to places they would like to see and things that they would like to do, in-game. The quest brings attention to children's week. Most players would look up information about new quests and quest rewards and it's there that they would find out about the Make-A-Wish effort. It's great to see any company putting the effort in to not only assist children but to bring attention to their cause. After all there are 8 million+ players of WoW, so that's pretty big publicity. Great job Blizzard.