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Campaign by Leo Burnett London Highlights the Work of McDonald’s Children’s Charity

Jackie Ball and Mark Woods direct touching spot for Ronald McDonald House Charities UK

Campaign by Leo Burnett London Highlights the Work of McDonald’s Children’s Charity

Leo Burnett London and McDonald’s have released a new film which highlights the work of the                                                                                                 .

Ronald McDonald House Charities UK has provided free ‘home away from home’ accommodation to families with children undergoing hospital treatment. The Houses allow families to be by their child’s bedside in a matter of moments, while maintaining a degree of normal life and reducing emotional and financial strain. With 11 Houses across the UK in locations close to specialist children’s hospitals, the charity has helped 50,000 families since it launched in 1989.

Traditionally McDonald’s customers have donated to the independent charity at collection points in restaurants, and a donation function recently added to digital ordering screens.

'Keeping Families Together' sheds light on the charity’s work and the stories of some of the families helped by the Houses. It also thanks McDonald’s customers for their contributions over the past 30 years.

Using first-hand accounts from parents helped by the charity, 'Keeping Families Together' highlights the role the Houses play in keeping families close together during some of the most frightening experiences a child and their parents can face.

Henry Trickey, senior vice president IT and development at McDonald’s UK & Ireland, and Trustee for Ronald McDonald House Charities UK said: “I am incredibly proud that for thirty years our restaurant teams, office staff and our franchisees have worked tirelessly to raise money, awareness and to volunteer their time for Ronald McDonald House Charities UK to support families with seriously ill children. Our self-order kiosks have made it quicker and easier for our customers to order their food so it’s only right that we use this in-restaurant technology to make it easier to donate to the charity. This, coupled with the new TV advertisement, will hopefully see even more customers donating to this wonderful cause.”

Chaka Sobhani chief creative officer at Leo Burnett London said: “We are so proud to help bring the wonderful work Ronald McDonald House Charities UK do to a broader audience. Their tireless work helps so many families every day and how better to say thank you than to let some of the remarkable families who have benefited from staying at the houses tell their own stories.”

Broadcast as a 40-second TV spot from 7 October 2019, the film is also available in a 60-second cut on Ronald McDonald House Charities UK website. The campaign is supported by 20” versions social channels with radio spots. A digital display campaign will invite viewers to click through to more information on the Ronald McDonald House Charities UK site.

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Client: McDonald’s Ronald McDonald House Charities UK

Marketing Director Brand & Experience: Ben Fox

Marketing Manager: Chloe Bissell

Senior Brand Manager: Hollie Subhan

Campaign Assistant: Chansey White

Social Media Manager in Chief: William Bonaddio

Head of Campaigns and Communities: Louise Page


Agency: Leo Burnett London

Agency contact: Alice Slade

Business Director: Sam Houlston

Account Director: Steph Bates

Account Manager: Imogen Malone

TV Producer: Lou Pegg

TV producer: Helen Choonpicharn

Chief Creative Officer: Chaka Sobhani

Project Manager: Jamie Teale

Senior Social Media Manager: Rory O’Neill

Creative Team: Mark Franklin and Rob Tenconi

Max Keane: Strategy Director

Planner: Joe Beveridge

Designer: Mark Franklin & Rob Tenconi

Photographer: Ron Morrison, Gary Moyes, Rob Tenconi

Photographer's agency: Gary Moyes Photography

Media agency: OMD

Media planner: Grant Beckley

Activation Agency (In-restaurant, Monopoly campaign social, Digital Display): The Marketing Store London

e-CRM Agency: Armadillo

PR Agency: Red Consultancy

Production company: Really Good Films

Edit: Cut and Run

Editor: Nick Armstrong

Director: Jackie Ball and Mark Woods

Audio Post Production: 750mph

Post Production: MPC

Category: Charity , Corporate, Social and PSAs