McDonald’s in first push for charity venture

Ronald McDonald House Charity is launching its first national advertising campaign in a bid to raise awareness of its work.

McDonald's Ronald McDonald House Charity

The charity claims the Leo Burnett created campaign is the biggest it has ever run.

It features a character called Little Box alone in a hospital and aims to illustrate the fears children have when they are in hospital and their parents are not close by.

The two-month campaign launches with a cinema advert on 14 September, appearing before Dreamworks’ animated film Madagascar 3. Activity also includes press and radio adverts alongside PR and editorial content.

The independent charity is largely funded by McDonald’s, which uses house shaped boxes at till points in its restaurants to encourage customers to donate their change.

Ronald McDonald House Charities provides free “home away from home accommodation” for families who have children in hospital so that they can remain close to their child. It operates 15 houses and 25 family rooms providing 450 bedrooms for families at children’s hospitals in the UK. There are 305 Ronald McDonald Houses globally.

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