2017 was the 20th anniversary of Ronald McDonald House Charities (RMHC®) in Spain.
The Charity builds and runs homes that allow families to stay close to their children whilst they are receiving hospital treatment. However, despite having helped more than 2,000 Spanish families, very few people were aware of the vital work being carried out.
We wanted people to understand the real benefits provided by Ronald McDonald Houses. We wanted to communicate the experiences that families go through when they have to leave their homes to face medical treatment. We wanted people to understand how important it was for those families to have the support of other families going through similar situations, to be able to feel part of one large extended family.
We had seen how sharing their worries and victories, their moments of joy and sadness helped enormously in dealing with the difficult situations they were experiencing and created bonds that would last a lifetime. Our challenge was to make this visible and meaningful to the general public.
A short film was commissioned from award-winning director Daniel Sánchez Arévalo to tell the story of this extended family. ‘Lions‘ was not a story about saving lives or curing cancer but of simply being there when most needed.
‘Lions’ was intended as much more than a short film, it was the vehicle that would generate visibility, provoke emotion, create understanding and ultimately inspire action.
We launched the film at a 20th anniversary gala event attended by the film’s director, institutional and political representatives and numerous celebrities, who supported the Charity’s work. This was followed by a media presentation at Ronald McDonald House® in Madrid.
On McHappy Day, the day where traditionally the sales of all Big Mac are donated to RMHC®, we reached out to media to drive participation and increase donations on the back of the visibility achieved by the film and achieved an incredible public response.
We also convinced El Tenedor, the online restaurant booking app to support the campaign and thousands of restaurants signed up to participate and donate money to the charity on McHappy Day.
We generated over 100 clippings and reached an audience of more than 20 million people.
The action received more than 2 million online views and over €1 million of publicity, an increase of more than 60% from the previous year.
We raised over €300,000 on McHappy Day and increased awareness of the Charity by 5 points*.
*IPSOS Brand perception study Corporate Brand Barometer