Ronald McDonald House Helps Family Life Carry on for Those with Seriously Ill Children
Ronald McDonald House Charities has released a new campaign via DDB Sydney that tells the emotional stories of six real families whose lives have been impacted by the illness of a child.
The campaign highlights the importance of everyday family life when a child is undergoing treatment for a serious illness. Ronald McDonald House creates a home away from home and provides a range of services to help family life carry on.
Of the different children and families featured, each child has a different story to reflect the diverse range of people that access services of Ronald McDonald House Charities.
The stories and scenarios showcase the everyday moments that mean so much to these families; Raph loves bath time, Taylor is a little devil at dinner-time and Scout and London love playing ‘rough and tumble’ with Daddy. Often these everyday moments can be taken for granted, but for a family with a sick child, it’s these everyday moments that make all the difference.
The charity started in Australia in 1981 and now has 18 Houses around the country that help keep families together and close to the hospital. As the charities’ first significant brand campaign, the ads help communicate what the charity does and the important role it plays in the lives of families.
Says David Joubert, creative partner, DDB Sydney: “We are proud to partner with RMHC and support the incredible work they do. In creating the campaign, it was extremely important that we featured real families and captured the real and raw emotion felt by them. We hope this work inspires Australians to support Ronald McDonald House Charities.”
Says Barbara Ryan, CEO, Ronald McDonald House Charities Australia: “This is such an important campaign for our charity, and we hope it will help us increase people’s understanding of our vital work for seriously ill children and their families. It has been a true partnership with DDB to create an authentic campaign that beautifully represents the families we support and communicates our need for funding to continue our work into the future.”
The campaign will be running across TV, digital and print from the 7th July.
Find out how you can get involved here.
