Leo Burnett Launches Ronald McDonald House Charities’ Campaign

Leo Burnett London has created a nationwide awareness campaign for Ronald McDonald House Charities. It will be the first time the children’s charity has done anything on this scale or size before.

 

Ronald McDonald House Charities provides free ‘home away from home accommodation’ for families who have children in hospital. The independent charity has 15 Houses that, together with over 25 sets of Ronald McDonald Family Rooms, provide more than 450 bedrooms at hospitals throughout the UK for families to use every night of the year.

 

Many families are forced to travel hundreds of miles so that their child can receive treatment. A child can be hospitalised for months at a time, so staying close can be a struggle for families. Without a local Ronald McDonald House many parents have to sleep in cars, on a chair or travel back to home or work, leaving the child alone for a period of time.

 

To dramatise this, Leo Burnett has created a campaign featuring a character called Little Box.

 

Alone in a hospital, Little Box draws on the fears and insecurities that a child within a big imposing hospital will feel, without the security of having Mum and Dad close by; a daunting and scary thought, but thanks to the help that Ronald McDonald House Charities can provide, not a reality.