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Ronald McDonald House Charities UK (RMHC UK) help ease the burden on families with children in hospital by providing free accommodation just moments away from the child’s care ward. RMHC UK approached us to help grow their brand awareness and health of the charity. They wanted a creative video that focused on family, rather than on children in hospital receiving treatment.
Distilling the importance of RMHC’s work down into a single sentence or thought can be hard. It’s such a unique offering and something many people aren’t even aware is an option for them.
Our audience needed to relate to our content for it to resonate as impactfully as possible and drive them to find out more. We had to find common ground between our audience and the protagonists of our content, regardless of whether or not they have personally experienced having a young family member in hospital for treatment.
Our target audience was parents. People who are full of life, caring and compassionate. For them, the welfare of their family is the number one priority. When children are at their most vulnerable, so too are their families.
In these situations, they feel a loss of control, and yearn for familiarity and normalcy. Not being able to control their circumstances can trigger a sense of helplessness and anxiety. RMHC UK helps to provide parents and with stability so they can take back a bit of control to care for not only themselves, but their families too.
This universal desire to stay in control and protect their children, whether it be their health, their happiness or their childhood, gave us a platform to communicate with parents in a genuine, human way.
Our hero video focused on a family struggling to be together due to a child being in hospital. We then positioned RMHC UK as the relief point for both parents and children, showing how moving into their accommodation helped them return to a sense of normality and take back control. We filmed for two days split between the RMHC UK house in Cardiff and a typical family home.
Every scene filmed inside the Cardiff House was a true reflection of what families could expect to find should they move in there. The final video ran on paid social channels, VOD (ITX, Sky and All4) and audio streaming platforms.
We were also able to spend time interviewing real families who had previously stayed at the house. They told us emotional and heartfelt stories of how RMHC UK helped them through incredibly difficult moments to help them continue to feel like a family. These stories were then turned into 15 second cutdowns to help further push the brand messaging and raising awareness for the charity.
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increase in brand awareness from 55% to 61%, a highest-ever total for the brand
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increase in brand consideration, from 34% to 44%
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increase in brand health, from 41% to 46%
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increase in brand trust, from 39% to 43%
