The RMHC House is a homelike facility provided by Ronald McDonald House Charities, located right next door to hospitals, where families with sick children can stay like home during the hospitalization. In South Korea, there is only one RMHC House in Yangsan, 388 kilometers away from Seoul, despite most children's medical centers being situated in the capital city. A new RMHC House is desperately needed in Seoul. McDonald’s has been a longstanding partner of Ronald McDonald House Charity. McDonald's aimed to create a campaign to illuminate these overlooked hardships and underscore the urgent need for Korea’s 2nd RMHC House.

The Mom’s Beds resonated widely, with an estimated reach of over 377 million. The campaign resulted in an unprecedented $300K+ in donations, with 1,827 people signing up to become yearly donors through one-time fundraising broadcast alone. YouTube channels covered the campaign, introducing RMHC to their subscribers and emphasizing the need for a RMHC House in Seoul. The campaign also garnered extensive media coverage with over 50 media outlets covering the campaign and underscoring the imperative for an RMHC House. Thousands of people, including influencers, actively supported the cause by lying down on symbolic beds and sharing their experiences on social media.

The significant surge in support finally led to Seoul City’s approval for a new RMHC House site through an engagement of Seoul National University Hospital, situated next to Seoul's largest children's hospital. Beyond raising awareness, the campaign mobilized tangible support, exemplifying its effectiveness in addressing the critical needs.

In South Korea, when a child is hospitalized, parents or legal guardians are obligated by law to stay with their child in the hospital room throughout the hospitalization. If they don’t, they will be refused hospitalization. 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.

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 the benches to match the dimensions of king, queen, double, and even a single-size bed, creating a compelling visual representation of the challenging living conditions faced by thousands of Korean mothers in hospitals. To shed light on the country’s unique caregiving culture and the overlooked hardships faced by parents, each Mom’s Bed installation was designed to awaken people to the confined dimensions of caregiver beds, eliciting empathy and prompting meaningful responses.

Strategically positioned across Seoul, Mom's Beds were found in key locations such as parks and landmarks like Cheonggyecheon, frequented by over 300,000 visitors daily. Benches in front of McDonald's restaurants also served as platforms, inviting people to recline and experience the challenging conditions.