Ronald McDonald House Charities Canada is launching a national, integrated campaign that focuses on the importance of family in a child’s road to recovery.
The effort, titled Family Moments, includes television spots, print ads, out of home executions, digital and public relations. The television and print creative from Cossette was inspired by real-life stories and features families that have stayed at Ronald McDonald House.
The intent, according to a release, is to give Canadians a glimpse into the world of the families that use the charities facilities. The creative depicts real, “slice of life moments that happen every day and which bring a world of normal to families in situations that are anything but.”
The national charity serves 10,000 families a year across Canada through a network of Houses and in-hospital Ronald McDonald Family Rooms. This number is expected to double by 2014.
In a release, Cathy Loblaw, president and chief executive officer, Ronald McDonald House Charities Canada said the charity conducted research last year to understand what was driving growth and demand for Ronald McDonald House.
“The good news is that thanks to medical advances, healing rates for children have never been higher,” she said. “However, it is taking more treatments, over longer periods of time – resulting in unprecedented demand for our Houses that continues to grow.”
Tribal DDB developed the digital portion of the campaign, OMD handled media buying duties and Watt created in-restaurant materials.
