‘The everyday moments matter most’: Ronald McDonald House campaign shows family life carrying on
Ronald McDonald House is telling the stories of real families that reach out and use its facilities while their children are undergoing treatment for a serious illness.
Its new campaign, from DDB Sydney, shows a diverse range of families filmed on location at Ronald McDonald House, enjoying their time with their children in the ‘home away from home’.
After witnessing these simple day-to-day interactions between families, the advertisements end with the message “When your child is seriously ill, the everyday moments matter most. Help family life carry on at Ronald McDonald House”.
Each family featured will have an individual campaign film. The Nadong family is shown giving their son Ralph a bath, Taylor Hicks puts up a fight with her family at dinner time, and Scout and London Davern enjoy playtime with their dad.
DDB Sydney creative partner, David Joubert, said: “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.”
Ronald McDonald House Charities Australia CEO, Barbara Ryan, stated: “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 executed across TV, digital and print.
Credits
DDB Sydney
Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Partner: David Joubert
Creative Partner: Matt Chandler
Head of Integrated Content: Sevda Cemo
Lead Senior Producer: Tania Jeram
Managing Director: Priya Patel
Managing Director Strategy and Innovation: Leif Stromnes
Group Business Director: Nick Cleeve
Senior Business Manager: Lisa Dickinson-Fox
Designer: Ramon Rodriguez, Paul Jansen
Ronald McDonald House Charities Australia
CEO: Barbara Ryan
General Manager, Marketing and Fundraising: Michelle Ring
Marketing & Communications Manager: Krystal Ammann
Revolver / Will O’Rourke
Director: Celeste Geer
Managing Director: Michael Ritchie
Executive Producer: Pip Smart
Producer: Kat Latour
DOP: Sam Chiplin
Editor: Alexandre De Franceschi Ase
Editing and Post Production: The Editors, Sydney
Sound Engineer: Abby Sie and Alex Mills, Song Zu
Music: Song Zu
Stills Photographer: James Geer
Media: OMD
