YEIJI
CHO
Advertising Campaign
Sick Family
RMHC
ACCOUNT PLANNER: KEVIN BABU
ART DIRECTOR / GRAPHIC DESIGNER: YEIJI CHO,
HYEJU KIM, NICOLAS DIAZ, VU SONG VU
The Needs and Objective
Ronald McDonald House Charities(RMHC) is a non-profit organization keeping families of sick children close by providing accommodation.
If a child is sick, caregivers can be missed as the child has all attention. However, when a child suffers, their family is in pain as well. RMHC reinforces their core values of taking care of families that have sick children by communicating that they are in this together. Based on targeting Millennials, this campaign pulls a heartstring touching empathy.
With 'Sick Family' by RMHC, the public would find out the pain of families behind of a sick child. The strong emotional connection by empathy would lead the audience to donate.
Powerful Storytelling
Posters and commercials convey the story of each character; A driving mather, a working father, and a studying sibling. Every story shows characters in their daily life but in the pain from suffering together with a sick child.
Posters with ambient executions are Out of Home covering high-traffic spots such as a subway station, and commercials would be leased on SNS including Youtube, Instagram and Facebook.
Easy and Immediate Call-to-Action
Every poster and ambient execution has Near Field Communication(NFC) chip, which can be translated as tap payment. In a second of tapping, the public enters a microsite so that they can donate right on the spot by less than 10 touches without any efforts or time-consuming.
