McDonald's is launching a major ad campaign for its charity foundation Ronald McDonald House that tugs on the heartstrings.
The charity provides free of charge accommodation, on site or nearby major children's hospitals, so that the families of sick children can stay close while undergoing treatment.
The idea is that it takes away some of the stress for families that have to travel long distances or spend long periods of time at hospitals with their children.
It means families can have a semblance of real family life beyond the ward and many say it is a lifeline.
The series of ads show a number of families who have stayed in Ronald McDonald House facilities while their children were in hospital describing what the experience meant to them to people who have donated to the charity, and there's not a dry eye in the house.
The ads, created by DDB, will air this week on TV and in the run up to McHappy Day on 14 October.
McDonald's is also running interactive outdoor ads on Ooh! Media Excite screens that allow people to tap and donate $1.99, and it's running a Snapcode on outdoor ads that goes directly to the fundraising page.
The media strategy focused on driving the emotional connection and using it to trigger donations from people who are not visiting McDonald's restaurants.
McDonald’s works with OMD on media planning and buying.
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