Ronald McDonald House conducts national campaign
Toronto-based Ronald McDonald House Charities Canada has begun a new awareness campaign called "Family Moments." The creative focuses on the role played by family in the care of a sick child by depicting moments from the lives of people staying at a Ronald McDonald House in Hamilton, ON while their child receives treatment. "The good news is that thanks to medical advances, healing rates for children have never been higher," said Cathy Loblaw, president and CEO of Ronald McDonald House Charities Canada. "However, it is taking more treatments over longer periods of time, resulting in unprecedented demand for our houses that continues to grow." The national campaign consists of three 30-second television commercials, print and out-of-home advertising, digital materials and public relations. Creative was developed by Cossette. The digital work was handled by Tribal DDB, with media buying by OMD and supporting in-restaurant materials by Watt. Public relations are being conducted by GolinHarris.