Ronald McDonald Kinderfonds in the Spotlight
On Family Day, we launched a campaign that has already found a place in the hearts of many Belgians. With a TV spot, posts on social media, and a fundraising event at the Grand Casino in Knokke-Heist, we have since put the Ronald McDonald Kinderfonds in the spotlight. All for a good cause!
Awareness Among Parents
D’M&S is a proud partner of the Ronald McDonald Kinderfonds, an international organization that supports parents of seriously ill children. In Belgium, it does so, among other ways, through the Ronald McDonald House, where parents can stay during their child's hospitalization. The idea is that being together during difficult times is the best medicine. It was high time to give this beautiful initiative an awareness boost.
A Cuddly Concept on TV
The idea of ‘keeping families close’, together with the charity’s mascot, served as the inspiration for the concept we created to promote the Ronald McDonald Kinderfonds and its Houses in Belgium. The cuddly bunny even plays a leading role in the atmospheric TV spot filmed on location in a hospital by our video team. The campaign image, also shot on-site by our photographer, was used across social media and incorporated into the newly updated website.
Always-On Digital Campaign
The website, given a contemporary and attractive makeover by our developers and designers, was the perfect foundation for our content marketers to link their always-on campaign to. The content plan included a series of targeted posts on Facebook, Instagram, and TikTok, alongside video marketing on YouTube.
Our media advisors also proposed a national online video campaign for the Ronald McDonald Kinderfonds, targeting adults with young children — a recommendation the client embraced.
Fundraising Gala Event
To attract sponsors and raise donations, we also organized a fundraising event. Our event team selected the perfect location: the Casino of Knokke. The iconic hall in this chic seaside town provided a magnificent setting for a gala event, hosted by VRT news anchor Hanne Decoutere. She presented the large audience with a mix of touching testimonies from people closely connected to the Ronald McDonald Kinderfonds and a show filled with dance and music. As the highlight of the evening, several unique items were auctioned off. The proceeds went entirely to the good cause. The evening concluded with a stylish afterparty.
Kevin De Bruyne and his wife are also ambassadors of the Ronald McDonald Kinderfonds Belgium.
Golden Event Communication
In addition to the organization, hospitality and catering, we also took charge of the communication for the exclusive black-tie event. We created a sponsorship file to convince companies to reserve a table for a fee. We managed the invitation and registration flow and developed all printed materials, from the auction booklet to the signage.
What’s next?
The event marked the end of the first wave of the campaign. But it doesn’t stop there. A second campaign wave will follow in the autumn, aimed at maintaining awareness through social media and inspiring even more potential sponsors to support the Ronald McDonald Kinderfonds. We’ll keep you posted.
