11/7/2023
Work
Ronald McDonald House launches new RMH United campaign
by
Cossette
We’re celebrating 40 years of Ronald McDonald House (RMH) British Columbia & Yukon being a team. To be a team, you don’t need a winning record or even a field to play on. It isn’t the hoop, puck, or ball that makes you a team either. What makes you a team is togetherness—people working together to achieve a common goal, each of them bringing their own strengths and looking out for one another. And that’s exactly what RMH BC & Yukon is.
Every year, RMH BC & Yukon is forced to turn away more than 500 families due to capacity constraints. For any RMH to help families in need, its goal, like any charity, is to raise more money. So, in honour of its 40th anniversary, RMH BC & Yukon took a page from the book of sports and became RMH United—all in a bid to galvanize supporters and incentivize donors.
Our challenge each year is to raise enough money to continue keeping families with sick children together. What raised the stakes this year is that it marked our 40th anniversary—so, we needed a campaign that not only celebrated this milestone, but also continued pushing for donations to keep us going for years to come. This is how RMH United was born: by creating the team dynamic we needed to support donations.
Stephanie Mosher, VP, Philanthropy, RMH BC & Yukon
In partnership with Cossette, the new RMH BC & Yukon fundraising campaign launched on TV and social networks in October, with RMH United selling space on its team jersey to individual and business donors. The charity is already seeing success with sponsors like McDonald’s Canada, Coca-Cola, WestJet, RBC, and more.
What became clear to us early on in the campaign process was that behaving like a typical non-profit brand was unlikely to achieve our fundraising goal—the market is saturated with worthy causes. To truly disrupt, we needed a different angle. The idea of reimagining the RMH team as a pro sports team was twofold: to galvanize supporters and have the jersey represent the mechanic for sponsorship. This felt really fresh for the category.
John Osborne, Group Creative Director at Cossette in Vancouver
Credits
CLIENT
Client: Ronald McDonald House BC & Yukon
VP, Philanthropy: Stephanie Mosher
Marketing Manager: Natasha D’Souza
Communications Officer: Robyn Ives
AGENCY
Agency: Cossette West
Creatives: Adam Ramsdale & Steve Whittingham
Group Creative Director: John Osborne
Senior Strategist: Olly Owen
Director, Head of Strategy: Max MacBeath
Account Executive: Victoria Overes
Business Director: Joy Lucas
Producer: Krista McMillan
Project Manager: Wenda Li
Director, Delivery: Aimee Phillips
VP, General Manager: Robyn Smith
PRODUCTION
Director: Rich Murray
Production: Dear Friend
Producer: Sydney Robertson
Exec Producer: Trevor Lang, Bryden Wiebe
Cinematographer: Aaron Nathanson
Editor: Harrison Ames Barrett
Colourist: Zeke
3D Artist: Aiyana Reed
Sound: Wave Productions
Production Manager: Megan Hughes
Sound Design/Audio Producer: Craig Warrian
Voice Talent: Teon Gibbs
Voice Casting: David Gaudet
Photographer: Laura Harvey
Website: Luke Jasudavicius & Nathan Cousins