Ronald McDonald House Charities launch powerful film to raise awareness in Hong Kong
The devastating impact of critical illness and how it effects the entire family has been brought to life in a powerful short film for Ronald McDonald House Charities Hong Kong (RMHC).
The film, created by McDonald’s Hong Kong and DDB Group Hong Kong, aims to raise awareness of the important purpose of the charity while helping to raise money and encourage support.
The film, which is based on a real-life story, shares the experience of a young boy and his family when his sister becomes critically ill. The powerful film shares the challenges the family face and the help and immeasurable value of the RMHC.
The campaign is built off the insight that many Hong Kong people are unaware of what the charity does and how it supports the families of seriously ill children by providing accommodation close to the hospital enabling loved ones to stay together during challenging times.
The campaign includes a six-minute short film, as well as a TVC, which promotes the “Big Mac, Big Heart” initiative, featuring the release of the RMHC song and music video, “Wingless Angels”, by HK superstar Keung To - who is an RMHC ambassador.
The promotion encourages Hong Kong people to buy Big Mac or Chicken Big Mac meals, with McDonald’s Hong Kong donating $1 to the charity for every meal sold. People can also make donations in-store or via the app.
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The campaign will run throughout May, across TV, print, social media and in-store.