Situation: The mission of Ronald McDonald House Charities is to create and support initiatives that have a positive impact on the well-being of sick children, their families and loved ones. In Sweden there are five RM Houses close to specialist care for children with difficult diagnoses. Each year, approximately 4,000 families live at the Houses. Many of them stay for long periods of treatment.

Brief: create a brand activation to raise awareness for Ronald McDonald House Charities and their important work for families with severely ill kids.

Objectives:

Ronald McDonald House Charities:

• Increase “is an organisation I trust” from 51% (2021) to 55% (2022).

• Increase “is an organisation I can consider to support” from 49% (2021) to 53% (2022).

McDonald’s:

• Increase “is a company I trust” from 44% (norm) to 50%.

• Increase “is a comany that takes social responsibility” from 49% (norm) to 55%.

Sweden's sixth official Ronald McDonald House - on Roblox. A virtual playroom based on ideas from the sick kids themselves and only available for children staying at the houses IRL. The House in Roblox makes it possible for children at all Houses in Sweden to meet, play and heal together. Soon, it will become accessible to children at all Ronald McDonald Houses in the world – connecting seriously ill children from over 60 countries.

On the back of that, we built an integrated campaign around the activation on Roblox to raise awareness for Ronald McDonald House Charities and their important work.

The target audience for the brand experience on Roblox was families with sick kids who are staying/have stayed at Ronald McDonald Houses in Sweden. The kids are between 1-12 years old. The target audience for the integrated campaign was the general population of Sweden.

Approach: To reach and activate the sick children and their families we used the Social media accounts for Ronald McDonald House in the different cities the houses are to activate its community on Facebook and Instagram. To activate the sick children living at the houses IRL, we printed posters for the houses and the nearby hospitals. The operational managers at the houses informed all families about the initiative and provided the kids with the code they need to get access to the world on Roblox.

To make an emotional impact on the general population, we had a media mix for broad reach and high impact.

To launch the gaming world we invited the kids to a red carpet opening event on Roblox with Yumi and Tomu, the most famous Roblox influencers in Sweden. They spent 2 hours in our world together with the children, played mini-games and mingled with them on the red carpet. Ronald McDonald House Roblox was launched in November 2022 and will be updated continuously with new mini games and events based on wishes from the kids.

To reach and make an emotional impact in the general population, we worked with a media mix for broad reach and high impact. The integrated campaign could be seen as Online Video, TVC, OOH, DOOH, Print, Radio, Online audio, Cinema, Display, Contextual banners, Podcasts, Influencers and Native.

Ronald McDonald House Roblox:

- Total visits 52.5k

- Upvotes 84%

Ronald McDonald House Charities:

“Is an organization I trust” increased from 51% (2021) to 62% (2022), 7 ppt above objective.

“Is an organization I can consider to support” increased from 49% (2021) to 59% (2022), 6 ppt above objective.

McDonald's:

“Is a company I trust” increased from 44% to 58%, an increase by +31%, 8 ppt above objective.

“Is a company that takes social responsibility” increased from 49% to 61%, an uplift of +24%, 6 ppt above objective.