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.

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. 

Watch the video here.