Ronald McDonald House Canada has launched what president and CEO Cathy Loblaw says is its first comprehensive campaign to educate Canadians on the role it plays in providing a home away from home for families whose children are being treated at a nearby hospital.

Loblaw says the idea for the “Family Moments” campaign, with media by OMD and creative from Tribal DDB, came from a letter a father who stayed at the House sent to the charity’s head office about his time there. The campaign will have donated media components across TV, radio and print, as well as in-restaurant components at McDonald’s Canada locations across the country.

Though the Ronald McDonald House has been around since 1981 and there is high awareness of the House itself, people don’t always know what the charity does, says Loblaw.

“We want people to become partners with the houses and engage with the locations across the country,” she says, “whether through volunteering, donating or whatever form fits for them and their lives.”

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