Ronald McDonald House BC & Yukon and Cossette Show Us How Far it Feels When You’re Separated From Your Sick Child | Cossette

Ronald McDonald House BC & Yukon and Cossette Show Us How Far it Feels When You’re Separated From Your Sick Child

18.05.2018

Ronald McDonald House BC & Yukon and Cossette Show Us How Far it Feels When You’re Separated From Your Sick Child.

When you’re apart from your seriously ill child, even just a few hours of separation can seem like days, and being in a different city can feel like another planet. It’s something that only a parent whose had to leave their child overnight at a hospital can truly understand.

For 35 years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families who must travel to Vancouver for major medical treatments. Cossette worked with Common Good and Vapor RMW, to launch RMH BC’s first ever mass media campaign, which is aimed at building awareness and raising donations for the House. The campaign illustrates what it feels like when a family can't be together during these challenging times due to financial or logistical setbacks, and how RMH BC offers them a place to stay together when they need it the most. 

"We’re delighted to launch our first-ever mass media campaign, aimed at increasing awareness and driving donations for RMHBC. The House serves 2,000 families every year from communities throughout BC & the Yukon, and we rely on the generous support of donors to fund our mission of keeping families close when it matters most. The campaign was inspired by the strength and resilience of the families we are privileged to serve,” said Shannon Kidd, VP of External Relations and Development at RMH BC.

The campaign focuses on the relationship between a mother and her son who is seriously ill, with the video exploring how any distance between the two feels much farther. This emotionally charged metaphor extends to print and digital executions as well, with mother and son being kept apart using separated ad spaces, highlighting the painful reality of distance between family members in need.

“We tried to tap into the raw emotion of being separated from your sick child when they really need you. In order to express this epic feeling of distance, we took a cinematic approach with the creative, telling a story that we hope will resonate with people who haven't had to experience it themselves,” shared Cameron Spires, Senior Copywriter and Grace Cho, Senior Art Director at Cossette.

Credits

Client: Ronald McDonald House BC & Yukon

Agency: Cossette

Production: Common Good

Audio: Vapor RMW

Media Agency: OMD

About Ronald McDonald House BC & Yukon

For over thirty years, Ronald McDonald House BC and Yukon (RMH BC) has been providing accommodation for seriously ill children and their families when they must travel to Vancouver for their child’s major treatment. Since 1983, they welcomed families at their 13-bedroom home in Shaughnessy, but the need for their services was much greater. In 2017 RMH BC opened a 73-bedroom House, conveniently located on the grounds of BC Children’s Hospital.

About Cossette

Cossette is a fully integrated marketing communications agency. It’s a community of 900 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com. 

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For more information:

Tanya Black

416-666-5352

tanya.black@cossette.com

Cossette