Ronald mcdonald house: Tap into change

Pitched to TBWA Chicago & Ronald McDonald House

Gen Z wants to donate. They just don’t want the friction that comes with it. 66% of people under 25 say they’d be more likely to donate if they could do it through an app they already use.

For Ronald McDonald House Charities, the opportunity isn’t to convince Gen Z to care—it’s to remove barriers and simplify the process. We’ll make it easier for them to donate by meeting them where they already are online and outside. Turning intent into action.

We kick off the campaign with a Venmo request rampage.

Ronald McDonald House requests $100,000 from big-name donor corporations via Venmo, sparking buzz on the typically quiet app.

Riding off the request rampage buzz, Ronald McDonald House will release a curated list of approved families on Venmo. Each profile features a family bio, turning anonymous donations into real, human connections with real families.

We’ll partner with Venmo to create a round-up feature. Allowing users to pitch in where they can, showing that every cent counts.

We’ll feature family stories on Instagram to build personal connections with potential donors. Each post highlights individual family members, with captions that showcase who they are. Beyond a diagnosis.

THE FAMILIES

DIGITAL OOH

We’ll launch OOH billboards with a tap-to-pay option to donate. The moment a donation is made, an animated track appears connecting to Ronald McDonald Houses worldwide.

SOCIAL

Ronald McDonald House will show up where Gen Z spends nearly four hours a day: social media. We will engage with Hopecore content, inviting people to be part of the difference, not just consume it.

When people interact with our comments, they will be prompted with a donation invitation which will make the donating process easy and simple.

GUERILLA

We will place pay-to-tap cards in waiting areas and public transit to meet Gen Z in the in-between moments of their day, finding them at times when they have a second to pause, learn about the cause, and help support these families.