Ronald McDonald House Charities helps family life carry on for those with seriously ill children in latest campaign via DDB Sydney
Ronald McDonald House Charities has released a new campaign via DDB Sydney that tells the emotional stories of six real families whose lives have been impacted by the illness of a child.
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.
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.
The charity started in Australia in 1981 and now has 18 Houses around the country that help keep families together and close to the hospital. As the charities’ first significant brand campaign, the ads help communicate what the charity does and the important role it plays in the lives of families.
Says David Joubert, creative partner, DDB Sydney: “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.”
Says Barbara Ryan, CEO, Ronald McDonald House Charities Australia: “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 running across TV, digital and print from the 7th July.
Find out how you can get involved here.
Agency: 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
Production Company: 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
8 Comments
What we’re they thinking? Where’s the product integration? Where’s the fake case study? How am I meant to know if it’s real or not? Why are there no news clips or celeb endorsments? Just doesn’t make sense and certainly won’t be winning awards.
Where can I buy the shelf goods or apparel of this campaign?? /s
In all seriousness though- after last week’s horrific abuse of charities for agency ego and award, thank you DDB for having a heart and doing something genuine for a charity and the real people it supports.
This is really beautiful work.
This hit me hard.
Thank you DDB and Maccas for getting rid of that disgusting taste left by that shit sause last week. A real insight behind real stories. Lovely work.
These are beautiful and heartfelt, bravo to the team involved. Charity jobs, especially ones relating to sick kids are heartbreaking and for a moment it’s feels good to be working on something that feels like doing some good for the world. Not sure anyone who’s not directly impacted by childhood illness will donate though, and let’s remember – that’s the point! Charities are a business. They need money to do what they do not your bullshit comments and if that money comes via tshirts, movie tickets or sauce – im all for it! Giving people an easy way to do their bit.
Seems like DDB are quickly becoming the tear milkers of the industry.
These are too stylised. I dont feel connected. The lighting is way too artificially nostalgic. Next time kill the hazer, the soft filters and let the story talk like it should.
These are real peoples stories and lives, we shouldn’t be filling them with faux photographic artifice.
Film school 101.