Cannes Lions

The Night You Saved Christmas

DDB NEW ZEALAND, Auckland / RONALD MCDONALD HOUSE CHARITIES / 2018

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Overview

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Credits

Overview

Description

Hospitals were rejecting Ronald McDonald House because of its link to the McDonald's brand and the health risks associated with fast food. This prevented the charity from providing support to families in need and led to people hearing a negative story in the media.

We needed people to hear the real story of Ronald McDonald House, so we used the story of Poppy Dixon. Last Christmas, Poppy was rushed to a hospital far, far from home. But luckily, her family was able to stay together at Ronald McDonald House.

We turned Poppy’s story into a personalised Christmas adventure like no other.

For a $3 donation, you can put your child into the story and make them the hero.

Then, you can download the eBook directly to your mobile or tablet where you can share it with your child and tell the real story of Ronald McDonald House.

Execution

We created a personalised Christmas adventure that told Poppy's story and turned it in to an eBook; a simple SMS donation allowed you to personalise your story on our website and download it directly to your device.

It was available in the lead-up to Christmas between the 16/11/17 to 31/01/18, a crucial time for Ronald McDonald House to tell their story and drive donations.

Outcome

We raised enough money for 1000 families to stay at Ronald McDonald House, reached 81% of New Zealand on social media and featured in every McDonald's restaurant across the country.

We helped change the story in the media,so in the future more families will get the support they need, and have a better story to tell.

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