Ronald McDonald House Reintroduces Mission with Global ‘Family Stays’ Campaign from DDB Chicago

​Ronald McDonald House and DDB Chicago have launched a new global campaign to reintroduce the non-profit's mission of supporting families with seriously ill or injured children.

Now live across multiple markets, ‘Family Stays’ draws on real family letters and experiences, brought to life through film and photography. Directed by Sara Dunlop and captured in stills by documentary photographer Isadora Kosofsky, the work is grounded in real stories – recreating family experiences with emotional honesty while maintaining the privacy and dignity of those involved. Through carefully crafted recreations, it conveys the power of families staying together during medical treatment.

Ronald McDonald House research shows that while more than 80% of Americans are familiar with Ronald McDonald House, nearly two-thirds don’t fully understand the scale or impact of its work. “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,” says Katie Fitzgerald, CEO of the organisation, speaking with LBB.

For the campaign, DDB and Ronald McDonald House drew directly from real letters written by families who have stayed with the organisation. “Authenticity has always been at the centre of how we tell our story,” says Katie. “To honour and protect their privacy, we recreated these experiences using actors and collaborated with renowned photographers and directors who are masters in the craft of capturing the emotional depth of the journeys like the ones our families go through.”

The research that underpins ‘Family Stays’ sheds light on just how critical that support can be. A recent study published in ‘Children’ found that nearly half of caregivers report depression symptoms and more than two-thirds (69%) report anxiety symptoms during their child's hospital stay. For Ronald McDonald House, those findings reinforce the importance of its mission – and its evolving role within the broader healthcare landscape.

“Our role within the broader paediatric healthcare ecosystem is to remove barriers, strengthen families, and promote healing by providing accommodations near hospitals and essential resources tailored to families’ unique health-related social needs,” says Katie.

As the healthcare industry changes – marked by greater specialisation, hospital consolidations, and longer travel distances for treatment – Ronald McDonald House is setting ambitious goals to meet growing demand.

“As the paediatric healthcare landscape evolves, the needs of families will continue to increase. That’s what’s fuelling our bold ambition to double the number of families we serve by 2030,” Katie continues. Currently, Ronald McDonald House believes it is meeting less than one-third of the global demand for its programmes. That unmet demand underscores the urgency behind its long-term goals.

Ultimately, the organisation’s vision extends beyond accommodation. “Our vision is a world where every family has what they need to ensure the best health outcomes for their children,” says Katie. By addressing the financial, logistical, and emotional burdens families face, we aim to be an essential support system within the healthcare ecosystem – helping caregivers navigate one of the hardest times in their lives and ensuring families can stay together and focus on what matters most: their child’s health.”

‘Family Stays’ also builds on a wider brand evolution at Ronald McDonald House, following a refreshed identity introduced earlier this year. The update aimed to modernise the non-profit's look and feel while staying true to its mission. This campaign plays a central role in bringing that to life.

“Our refreshed brand identity was designed to stay true to our roots while expressing how we put families at the heart of care,” says Katie. “‘Family Stays’ is a central part of this, reintroducing Ronald McDonald House in a way that clearly communicates our mission and impact.”

The campaign’s tone and creative execution were built to create impact across different demographics, she adds. “This modernised approach resonates across generations – including gen x, millennials, and gen z – performing better in global consumer testing on key measures like donation intent and understanding.”

As the organisation looks to connect with a new wave of supporters, authenticity remains key. “Today’s families value support for both physical and emotional well-being, and we want to emphasise that Ronald McDonald House is not just a place to stay – it’s a place to find comprehensive care and community,” says Katie.

That sense of openness extends to how stories are told. “We also believe in amplifying the real stories of our families, sharing their strength and resilience in their own words. With ‘Family Stays’, we’re inviting a new generation to join us in supporting families when they need it most.”

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