Ronald McDonald House Charities has unveiled a powerful new global campaign titled “Family Stays”, created in collaboration with DDB Chicago, to reintroduce its mission of keeping families together during their children’s medical treatment. The campaign draws deeply from real stories of families supported by the organisation, blending emotional authenticity with artistic storytelling.
Directed by Sara Dunlop and photographed by Isadora Kosofsky, the campaign reimagines letters and memories shared by families who have stayed at Ronald McDonald House. Rather than using documentary footage, the team recreated moments inspired by these real experiences — a creative approach designed to capture the emotional truth of what families endure, while protecting their privacy and dignity.
“As more families need our support, this is the right moment to reintroduce Ronald McDonald House to the world and ensure people don’t just know the Ronald McDonald name, but also the Ronald McDonald impact,” said Katie Fitzgerald, CEO of Ronald McDonald House Charities.
Although over 80% of Americans recognise the Ronald McDonald House brand, two-thirds remain unaware of the full scope of its work. The “Family Stays” campaign seeks to close that gap, positioning the organisation not just as a temporary refuge but as an essential part of the paediatric healthcare ecosystem.
“Our role is to remove barriers, strengthen families, and promote healing by providing accommodations near hospitals and resources tailored to families’ health-related needs,” Fitzgerald explained.
Research cited in the campaign underscores the mental and emotional strain faced by caregivers: nearly half report symptoms of depression and 69% experience anxiety while their child is hospitalised. These findings highlight the urgent need for the type of emotional and logistical support Ronald McDonald House provides.
The organisation now aims to double the number of families it serves by 2030, addressing what it estimates to be less than one-third of global demand for its programmes. This expansion reflects broader shifts in healthcare — including greater specialisation, longer travel distances, and increasing costs — that continue to place pressure on families.
The campaign also supports Ronald McDonald House’s refreshed brand identity, introduced earlier this year to modernise its image while staying true to its founding mission. “Family Stays” embodies that renewal, using a contemporary visual and emotional language that resonates across generations — from Gen X to Gen Z — and performs strongly in global testing on metrics such as empathy, trust, and donation intent.
“We wanted this campaign to reflect the real emotional depth of what families go through,” Fitzgerald added. “It’s not just about providing a place to stay. It’s about creating a space of care, comfort, and community.”
With “Family Stays”, Ronald McDonald House invites audiences worldwide to reconnect with its mission — to keep families close when they need it most, and to remind them that healing begins with being together.
