McDonald’s highlights children charity programme in latest campaign

Ronald McDonald House Charities campaign says thank you to customers who have supported them over 30 years

Leo Burnett London and McDonald’s have released a new film which highlights the work of the Ronald McDonald House Charities UK. Ronald McDonald House Charities UK has provided free ‘home away from home’ accommodation to families with children undergoing hospital treatment.

The Houses allow families to be by their child’s bedside in a matter of moments whilst maintaining a degree of normal life and reducing emotional and financial strain. With 11 Houses across the UK in locations close to specialist children’s hospitals, the charity has helped 50,000 families since it launched in 1989.

McDonald’s customers have traditionally donated to independent charity at various collection points in restaurants with a donation function that has recently been added to digital ordering screens.

The Keeping Families Together campaign sheds light on the work done by the charity featuring the stories of families that have been helped by the Houses, thanking McDonald’s customers for their contributions over the past 30 years.

Ronald McDonald House Charities campaign says thank you to customers who have supported them over 30 yearsFrom first-hand accounts, we are able to see the role the Houses play in keeping families close together during some of the most frightening experiences a child and their parents can face.

Henry Trickey expressed his pride that for thirty years the restaurant teams, office staff and franchisees have worked tirelessly to raise money, awareness and to volunteer their time for Ronald McDonald House Charities UK in support of families with seriously ill children. He is the Senior Vice President IT and Development at McDonald’s UK & Ireland, and Trustee for Ronald McDonald House Charities UK.

“Our self-order kiosks have made it quicker and easier for our customers to order their food so it is only right that we use this in-restaurant technology to make it easier to donate to the charity. This, coupled with the new TV advertisement, will hopefully see even more customers donating to this wonderful cause,” added Trickey.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, commented: “We are so proud to help bring the wonderful work Ronald McDonald House Charities UK do to a broader audience. Their tireless work helps so many families every day and how better to say thank you than to let some of the remarkable families who have benefitted from staying at the houses tell their own stories.”

Broadcast as a 40-second TV spot from 7 October 2019, the film is also available in a 60-second cut on Ronald McDonald House Charities UK website. The campaign is supported by 20-second versions social channels with radio spots. A digital display campaign will invite viewers to click through to more information on the Ronald McDonald House Charities UK site.