Ronald McDonald House Charities (RMHC) has championed the notion of ‘Family-centred care’ all around the world, providing a ‘home away from home’ for families with critically ill children to stick together during the recovery journey whilst being close to children hospitals. As Hong Kong opens its second Ronald McDonald House there is a greater need for donations to support its expanded operations. While people in Hong Kong may have heard of RMHC or have seen its donation boxes inside McDonald’s restaurants, most do not have a clear idea of what RMHC does and why. With this occasion, we hoped to reignite the Hong Kong public’s emotional connection to RMHC and its purpose through reviving and renewing an old but well-known theme song for RMHC in Hong Kong – ‘Wingless Angels’.

Through this music video, we hope to bring out what RMHC’s belief and purpose is, through the metaphor of a child’s toy as their childhood buddy and symbol for togetherness. This music video presents the story of a Toy Doctor. The film’s protagonist is shopkeeper of a Toy Clinic, and it is his job to repair children’s old toys as well as designing new toys for them. Aside from repairing toys, the Toy Doctor also takes care of the emotional needs of the children that come to his Toy Clinic by listening to them and playing with them. By telling this story, the film metaphorically brings out RMHC’s mission in caring for crucially ill children and its belief that togetherness is the best medicine.

While families are the core audience for our creative idea and music video, we also took consideration to connect RMHC’s purpose to a younger generation of audiences. To do so, we selected Keung To – a new generation pop star to perform the song as well as star in our music video. Our choice of media channels also reflected this strategy, by choosing channels that were more associated with a younger generation of audiences (such as ViuTV and HOYTV in Hong Kong).

Aside from distributing the music video through mass and youth-centric channels, we also integrated the music video and updated performance of ‘Wingless Angles’ across our larger campaign to drive donations for RMHC. The music video and song then became an emotional hook and mnemonic device to pull the heart strings of our customers.

Our music video “Wingless Angel” garnered huge appreciation from the public, generating over 2.6M views and 8k+ engagement, reigniting RMHC’s emotional connection with the public. Furthermore, by making donations easy throughout all McDonald’s touchpoints, we surpassed our donation target by 78% as well as surpassing our donation baseline by 5 times. This campaign also helped McDonald’s to boost brand trust-related brand scores.