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.
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