McDonald’s and its agency partner, DDB Group Hong Kong, have kicked off a campaign in Hong Kong to promote awareness and encourage support of Ronald McDonald House Charities Hong Kong (RMHC). Despite local awareness of the charity, many don’t know about the crucial work it does to help families with seriously ill children.
RMHC provides accommodation near hospitals for these families, allowing them to stay together during difficult times.
As part of the campaign, a six-minute film was released, offering a view into the lives of a family helped by RMHC. The film, told from the perspective of the younger brother, recounts the challenges the family faced when caring for his critically ill sister and the importance of being able to share small moments together as a family. The emotional short film has already garnered nearly 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. It invites people in Hong Kong 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 in-store kiosks.
“Ronald McDonald House Charities is very close to our hearts, and we hope this holistic campaign can raise the awareness of family-centered care,” said Randy Lai, CEO of McDonald’s Hong Kong.
“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, added, “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 throughout the month and will feature a range of media, including a music video, TV commercial, print ads, in-store materials, and social media communications.