Ronald McDonald House Charities tells emotional story of six real families

9 July 2019

Creative Agency: DDB Sydney
Media Agency: OMD

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Developed by DDB, the brand campaign looks at the stories of six real families whose lives have been impacted by the illness of a child.

Ronald McDonald House Charities has released a new campaign that tells the emotional stories of six real families whose lives have been impacted by the illness of a child.

Developed by DDB Sydney, 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.

“We are proud to partner with RMHC and support the incredible work they do," DDB Sydney creative partner David Joubert says.

"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.”

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.

As the charity’s first significant brand campaign, the ads help communicate what the charity does and the important role it plays in the lives of families.

“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," Ronald McDonald House Charities Australia CEO Barbara Ryan says.

"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 7 July.


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

CEO: Barbara Ryan
General Manager, Marketing and Fundraising: Michelle Ring
Marketing & Communications Manager: Krystal Ammann

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

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