DDB Group Hong Kong has created this latest McDonald’s Hong Kong campaign to promote awareness and encourage support of the Ronald McDonald House Charities Hong Kong (RMHC).
While Hong Kong people are aware of the RMHC, there is little understanding of what the charity does and what it means to the families they help. By providing accommodation close to the hospital for families of seriously ill children, the charity enables loved ones to remain together during a time it matters most.
The campaign launched with a short film that provides an insight into the world of a RMHC family, sharing a real-life story, from the perspective of the younger brother. The emotional 6-minute film tells of the boy’s experience with his family and critically ill sister, their devastating challenges, and ultimately the immense value of being able to share many small moments together as a family. The film has already had almost 2 million views.
Following the launch of the film, McDonald’s Hong Kong this week announced it will donate $1 to the charity, with every Bic Mac and Chicken Big Mac meal purchase during the campaign period. The TVC promoting the “Big Mac, Big Heart” initiative features a special release of the RMHC song, “Wingless Angels”, by new RMHC ambassador and HK superstar, Keung To, and invites Hong Kong people to show their support simply by buying Big Mac or Chicken Big Mac meals. People can further support the charity with personal donations able to be made via the app or instore kiosks.
Randy Lai, CEO of McDonald’s Hong Kong, said: “Ronald McDonald House Charities is very close to our hearts, and we hope this holistic campaign can raise the awareness of family-centred care. With the outpouring support of the public, the opening of the second house of RMHC in the city later this year will be able to bring joy and hope to many more families in need.”
Andreas Krasser, CEO of DDB Group Hong Kong, said: “As an agency, we are extremely proud to be partners with a client that uses its scale for good. We hope that the campaign connects with the ‘big hearts’ of Hong Kong people.”
The campaign will run for the duration of this month and in addition to the music video and TVC, will include print, instore materials, and social media communications.