Brand Truth
Ronald McDonald House is the most important place you've never had to know about.
Ronald McDonald House is the most important place you've never had to know about.
Not Knowing Is the Most Powerful Reason to Give
Problem
You don’t know how hard it is until you do. Ronald McDonald House is one of the world's most meaningful charities, and one of its least understood. That gap costs the families who need it most.
You don’t know how hard it is until you do. Ronald McDonald House is one of the world's most meaningful charities, and one of its least understood. That gap costs the families who need it most.
Insight
Gen Z and Millennials need to know, and they care most about what they discover for themselves.
Gen Z and Millennials need to know, and they care most about what they discover for themselves.
Idea
Turn Ronald McDonald House into an insider truth people want to uncover, and once they do, support.
Turn Ronald McDonald House into an insider truth people want to uncover, and once they do, support.
A simple hook in the real world that makes people stop and scan.
A repeatable social reward that turns curiosity into understanding, one story at a time.
A landing experience that meets people where they are, takes them through the IYKYK Challenge, and gives them a compelling reason to donate.