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Publication Quality Controller Cape Town

Activation creates awareness of Ronald McDonald House Charities NPO

8 Jan 2015

McDonald's South Africa's CSI project, Ronald McDonald House Charities (RMHC), assists with improving the health and well-being of sick children who are being treated at hospitals by providing support and a resting place to their families that allows them to stay close to them.

Activation creates awareness of Ronald McDonald House Charities NPO

Doing good globally

Offlimit Communications' team, project manager Carla van der Walt, filming crew Csaw, with director Mathew Stonier and strategy and concept Jerome Cohen, Belinda Belseck and Ciara Louw, developed an activation that brings an NPO to the hearts of all South Africans, while creating a tangible, clear understanding of an NPO that is doing so much good globally.

The creative concept, using and distributing the Ronald McDonald's striped socks, worked to portray that the World's sixth most valuable brand, as measured by Forbes, is a supporter of the Ronald McDonald's House Charities initiative. This also required local exposure to the international recognition of an NPO that is also doing great work in South Africa and needs to be noticed and appreciated as such. This key message guided the tone of the communication, which needed to reach the target audience (LSM 8) on an emotional humanitarian level that would tug on the heartstrings of all caring South Africans.

The online video can be viewed on Facebook and Twitter.