The charity says some children cannot wait for December
Make-A-Wish Ireland has launched its annual Christmas appeal.
It has also unveiled its Christmas window located in Debenhams on Dublin's Henry Street.
The charity has created a campaign with the aim of raising funds to grant the wishes of Irish children fighting life-threatening illnesses, ahead of the Christmas period.
While September may be considered too early to launch a Christmas appeal, Make-A-Wish says it wants to highlight the importance of bringing Christmas forward.
"For some seriously ill children, December is just too long to wait for their wish to come true", it says.
The charity has also also partnered with creative agency Irish International to create a video campaign.
This is to be rolled out across social media channels, as well as being sent to potential corporate donors requesting financial support.
Gareth Crowe, head of corporate of Make-A-Wish Ireland, says: "Make-A-Wish Ireland's Christmas-in-September campaign is a unique take on typical charity Christmas appeals.
"We regularly hear grumblings about Christmas coming earlier each year but this campaign highlights the fact that, for some children, Christmas must come early, because they just can't wait."
Make-A-Wish Ireland has helped over 2,000 children across Ireland since its inception in 1992.
The funds raised from this campaign will help in granting wishes for children, providing respite from their normal routines of hospitals, doctors and treatment.