Ronald McDonald House Hosts First-Ever Pillow Fort Fundraiser

Ronald McDonald House BC & Yukon (RMH BC & Y) and Cossette West unveil the Fort-a-Thon, the world’s first pillow fort fundraiser. The event runs until February 18th, 2025, inviting BC and Yukon families to build pillow forts and raise donations. Historically, Family Day hasn’t been at the forefront of fundraising efforts for many charities, but Ronald McDonald House hopes to change that, redefining the holiday as a time of connection and generosity. 

Traditional '-thons' like walkathons, bikeathons and marathons are not the first thing kids think about when it comes to a fun family activity. And even for adults, there’s training, scheduling, weather, and all sorts of factors that take the fun out of fundraising. 

“Nowadays ‘thons’ are more about winning a race vs supporting a cause. That’s why we set out to create a ‘thon’ that’s parallel to RMH BC & Y’s mission - raise money for a home that keeps families together, by building a home of pillows with your family,” says Pierre Chan, group creative director of Cossette West. “With Fort-a-thon, there’s no timing chip, no finish line and no shutting down traffic across the city.”

The Fort-a-Thon takes centre stage across out-of-home through billboards and TSAs, as well as digital channels, social media, and guerrilla activations. Additionally, a fort-building kit, cleverly disguised inside of a full-sized couch cushion, was sent out to influencers and past-donors. Select business lobbies have also had their sitting areas transformed into fort lobbies in support of RMH BC & Y. Every piece drives to the fortathon.com, where people can donate or sign up to build their own fort. 

“At Ronald McDonald House BC & Yukon, our mission is to support families during their most challenging times”, says Stephanie Mosher, VP of philanthropy at RMH BC & Yukon. “The Fort-a-Thon gives families a chance to connect, create joy, and make a tangible impact. You’re not only sharing in a moment of togetherness, but bringing comfort and hope to families in need.”

Participants can register and share their fort creations using the hashtag #RMHFortathon. Donations can be made directly on fortathon.com where stories from participating families are also highlighted. Every fort built and donation made directly supports RMH BC & Yukon, helping families stay close to their children receiving essential medical care.