Ronald McDonald House Charity has launched its first national campaign, devised by Leo Burnett.
Supporting families with children in hospital the charity provides ‘home away from home accommodation’ in 15 separate houses and 25 sets of Ronald McDonald family rooms to allow families to be closer to their children.
To dramatise this Leo Burnett created a character called Little Box who finds himself alone in hospital. It then contrasts the daunting and scary nature of being in an institution without your parents to hand, contrasting this with the more homely environment that the charity can provide.
The two month campaign commences with a 60 sec cinema advert before Madagascar 3 on 14 September and will be complemented by national press adverts, radio ads, PR support and media editorials.