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Ronald McDonald House launches new RMH United campaign
For 40 years, Ronald McDonald House (RMH) British Columbia & Yukon has been a home away from home for seriously ill children and their families facing medical crises.
To celebrate our 40th Anniversary, the organization has launched a new campaign to showcase its success in supporting local families and recruit new corporate partners to work with RHM
Every year, RMH BC & Yukon is forced to turn away more than 500 families due to capacity constraints. For any RMH to help families in need, its goal, like any charity, is to raise more money. So, in honour of its 40th anniversary, RMH BC & Yukon took a page from the book of sports and became RMH United—all in a bid to galvanize supporters and incentivize donors.
“Our challenge each year is to raise enough money to continue keeping families with sick children together,” says Stephanie Mosher, VP, Philanthropy, RMH BC & Yukon. “What raised the stakes this year is that it marked our 40th anniversary—so, we needed a campaign that not only celebrated this milestone, but also continued pushing for donations to keep us going for another 40 years and beyond. This is how RMH United was born: by creating the team dynamic we needed to support donations.”
RMH BC & Yukon worked with Cossette to create the new fundraising campaign that leverages TV and social networks, with RMH United sold space on its team jersey to individual and business donors. The charity is already seeing success with sponsors like McDonald’s Canada, Coca-Cola, WestJet, RBC, and more.
“What became clear to us early on in the campaign process was that behaving like a typical non-profit brand was unlikely to achieve our fundraising goal—the market is saturated with worthy causes,” says John Osborne, Group Creative Director at Cossette West. “To truly disrupt, we needed a different angle. The idea of reimagining the RMH team as a pro sports team was twofold: to galvanize supporters and have the jersey represent the mechanic for sponsorship. This felt really fresh for the category.”
Agencies behind the Ronald McDonald House United campaign?
- Agencies - Cossette
- Brand - Ronald McDonald House (RMH) British Columbia & Yukon
(click on the link to view the agency's Vendor Directory listing)
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