In South Korea, when a child is hospitalised, parents or legal guardians are obligated by law to stay with their child in the hospital room throughout the hospitalisation. If they don’t, they will be refused hospitalisation. This leaves thousands of mothers with no choice but to live in cramped and uncomfortable conditions on 160 x 60cm caregiver beds underneath the hospital beds. This unique caregiving culture is often taken for granted by Korean society, and the struggles faced by mothers with sick children often go unnoticed.

As a committed partner of Ronald McDonald House Charities, McDonald’s launched a campaign to highlight the challenges mothers face on 160 x 60cm caregiver beds and to raise awareness and donations for building an RMHC House in Seoul.

We transformed dozens of city benches into visual representations of tiny caregiver beds. To repurpose Seoul City's common benches, closely resembling the confined dimensions of caregiver beds, we marked universal bed size guidelines around benches to match the dimensions of a king, queen, double, and single-size bed, allowing the public to directly compare them. Each Mom’s Bed featured QR codes, providing access to real stories of affected families and a direct way to donate, bridging the physical interaction with digital engagement.

McDonald’s aimed to enhance socially responsibility by demonstrating our commitment to making a positive impact in the community through various PR channels. We employed SBS HopeTV broadcasting to cover the public and extended the coverage by creating online content. The key message of the campaign was to urge people to join McDonald’s in helping to build the RMHC House in Seoul, which will provide proper living environments for mothers in hospitals.

The campaign primarily targeted the public, particularly Seoul citizens, emphasising the need for their assistance in constructing the new RMHC House. Assets were created and distributed across multiple channels: physical ambient outdoors of benches to evoke empathy through first-hand experience, a large-scale installation in a shopping mall, and extensive use of digital content. Each Mom’s Bed featured QR codes that linked to the digital content featuring real stories of affected families, with a call-to-action encouraging viewers to donate.

We transformed city benches across Seoul into representations of caregiver beds. The Mom’s Beds were strategically placed in high-traffic areas such as parks and landmarks, frequented by over 300,000 visitors daily, including near McDonald's restaurants, to maximize public interaction. The campaign aimed to raise awareness and empathy for the challenging conditions these mothers face and to support fundraising efforts for an RMHC House in Seoul. The initiative extended to a large-scale installation in Starfield Goyang, one of the major shopping malls in the Seoul area. In Starfield, we displayed 21 beds, each with the real names of families, conveying the stories of 8 families with sick children. Using a 16-meter-tall media tower and 78-meter-long panorama screens, we illustrated how many parents were enduring life confined to small caregiver beds. The initiative encouraged people to engage, share on social media, and donate through QR codes.

We didn’t just highlight the issue. We are now BUILDING a solution — the RMHC House Seoul is underway, a direct response to the overwhelming support and donations received from the campaign.

The new RMHC House, approved by the Seoul City, will be situated right next to Seoul National University Hospital, the largest children’s hospital, and will provide 100 rooms to accommodate families with hospitalised children.

Reached over 377 million people, with 38 million organic.

Raised over $313,000.00 in donations through QR codes, with many more individuals donating to RMHC and help build RMHC House Seoul.

Doctors publicly endorsed their support, and 1,827 individuals became yearly donors during a fundraising broadcast on SBS HopeTV.

Influencers and thousands participated by resting on symbolic beds and sharing on social media.

Received significant media coverage, with 70+ outlets and YouTube channels introducing the campaign, generating a PR value of $453,630.00.