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Leo Burnett Launches Ronald McDonald House Charities’ Campaign


This is the first national campaign for the charity that supports families with children in hospital

Leo Burnett Launches Ronald McDonald House Charities’ Campaign


Leo Burnett London has created a nationwide awareness campaign for Ronald McDonald House Charities. It will be the first time the children’s charity has done anything on this scale or size before.
Ronald McDonald House Charities provides free ‘home away from home accommodation’ for families who have children in hospital. The independent charity has 15 Houses that, together with over 25 sets of Ronald McDonald Family Rooms, provide more than 450 bedrooms at hospitals throughout the UK for families to use every night of the year.
Many families are forced to travel hundreds of miles so that their child can receive treatment. A child can be hospitalised for months at a time, so staying close can be a struggle for families. Without a local Ronald McDonald House many parents have to sleep in cars, on a chair or travel back to home or work, leaving the child alone for a period of time.
To dramatise this, Leo Burnett has created a campaign featuring a character called Little Box.
Alone in a hospital, Little Box draws on the fears and insecurities that a child within a big imposing hospital will feel, without the security of having Mum and Dad close by; a daunting and scary thought, but thanks to the help that Ronald McDonald House Charities can provide, not a reality.

The two-month campaign launches with a 60 second cinema advert on Friday 14th September, appearing before Madagascar 3. The campaign includes national press adverts – again featuring the Little Box character – and a series of radio adverts. This will be complemented by PR support and media editorials. 
Director: Blac Ionica
Creative agency: Leo Burnett 
Creative Directors: Tony Malcolm, Guy Moore 
Copywriter: Blake Waters 
Art director: Will Thacker 
Planner: (creative agency) Kit Patrick (Leo Burnett) 
Media agency: OMD 
Planner (media agency): Grace Cowey 
Production company: Blac Ionica 
Director: Blac Ionica
D.O.P Oliver Schofield
Editor: Emanuele Crivellari
Post-production: MPC 
Audio post-production: Grand Central 
Exposure: Cinema, online on RMHC website and Youtube pre roll 
Copywriter: Blake Waters 
Art Director: Will Thacker


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Leo Burnett UK, Tue, 28 Aug 2012 16:35:35 GMT