SUB CATEGORY :

CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY

ENTRANT COMPANY :

LEO BURNETT KOREA, SEOUL

TITLE :

MOM'S BED

BRAND :

MCDONALD'S

ADVERTISER :

MCDONALD'S KOREA

AGENCY :

LEO BURNETT KOREA, SEOUL

CHIEF EXECUTIVE OFFICER :

NICOLE ROE

CHIEF CREATIVE OFFICER :

SOOHEE YANG

EXECUTIVE CREATIVE DIRECTOR :

HYEAH NAHM

CREATIVE DIRECTOR :

CHUNGMO YANG

ART DIRECTOR :

HYESUN SHIN/INWON LEE/GYEHUI KIM

COPYWRITER :

JUNSEOK KANG

CREATIVE AWARDS MANAGER :

SEUNGHYUN KIM

ACCOUNT DIRECTOR :

JOOHUN KIM

ACCOUNT MANAGER :

CHOHUI GO/SEUNGHYUN KIM/SUNHEE HWANG

MEDIA PLANNER :

JEEHEE JUNG/GWANGSOO YUN

MEDIA AGENCY :

STARCOM KOREA, SEOUL

MEDIA BUYING :

JISEOP KIM

CLIENT DIRECTOR :

WONMIN YOON

PR AGENCY :

MSL KOREA, SEOUL/HAHM PARTNERS, SEOUL

PR DIRECTOR :

SOYOUNG LEE/HARYEONG KIM

PR MANAGER :

JUGYOUNG LEE

PR SPECIALIST :

SEUNGKYU LEE/AEJIN JEONG

FILM PRODUCTION COMPANY :

TOAST PRODUCTION, SEOUL

DIRECTOR :

MIJI CHO

ASSISTANT DIRECTOR :

WOOTAEK LEE

EXECUTIVE PRODUCER :

HOJUN ROH

FILM PRODUCER :

NURI HONG/EUNJI LEE/JEONGBAE JEON

POST-PRODUCTION COMPANY :

ELIOT, SEOUL

SOUND PRODUCTION COMPANY :

AUDIOLAB, SEOUL

SOUND PRODUCER :

INWOO HWANG

CAMPAIGN SUMMARY :

In South Korea, when a child is hospitalized, parents are obligated by law to stay with their child in the hospital room throughout the hospitalization. With only one RMHC House in Yangsan, 388 kilometers away from major children's hospitals in Seoul, this leaves thousands of mothers with no choice but to endure cramped and uncomfortable conditions on 160 x 60cm caregiver beds in hospital rooms.
McDonald's, a longstanding partner of Ronald McDonald House Charities, initiated the "Mom's Bed" campaign to illuminate these overlooked hardships and underscore the urgent need for Korea’s 2nd RMHC House, a homelike shelter next to the hospital, in Seoul.
We transformed city benches into visual representations of caregiver beds. Placed strategically, these installations included QR codes linking to authentic stories, aiming to raise awareness and invite donations for the construction of the first RMHC House in Seoul, providing crucial support for families with sick children in more accessible locations.
This initiative aligns with McDonald's core values of integrity and community, where they serve as a good neighbor doing good things, while enhancing the reputation of the McDonald’s brand as a socially responsible company.

CREATIVITY/IDEA/INSIGHT :

The idea behind “Mom’s Bed” was to repurpose Seoul City's common benches, closely resembling the confined dimensions of caregiver beds. By marking universal bed size guidelines around the benches to match the dimensions of king, queen, double, and even a single-size bed, we created a compelling visual representation of the challenging living conditions faced by thousands of mothers in hospitals.
To shed light on the country’s unique caregiving culture and the overlooked hardships faced by parents, each Mom’s Bed installation was designed to awaken people to the confined dimensions of caregiver beds, eliciting empathy and prompting meaningful responses.

STRATEGY :

To raise awareness of the campaign among the general public, we strategically leveraged comprehensive PR channels. Collaborating with SBS HopeTV, one of Korea's leading television broadcasters specialized in fundraising, we aimed to raise nationwide funds for a new RMHC House. This collaboration involved creating a live broadcast that revealed the challenges faced by mothers with sick children, fostering awareness of the need for an RMHC house. Additionally, Subusu News Channel was engaged to enhance online awareness of the partnership between McDonald’s and RMHC.
To maximize engagement, we selected high-traffic locations in Seoul, exposing the campaign to younger generations who easily interact with out-of-home content. We then expanded the initiative to a large-scale installation in Starfield Goyang, one of families’ favorite shopping malls, with a high weekly footfall of 540,000 visits, allowing them to fully experience the Mom’s Bed and relate to those in hospitals.
Each Mom’s Bed featured QR codes enabling people to access videos of genuine stories of mothers in hospitals, accompanied by a call-to-action. Each video provided a link to HappyBean, where they could make donations to contribute to the construction of Seoul's first RMHC House.

EXECUTION :

Mom's Beds were strategically placed in diverse areas across Seoul, including parks like Mapo Saebit Park and iconic landmarks like Cheonggyecheon, which attracts over 300,000 daily visitors. McDonald's restaurants also served as platforms for showcasing these symbolic beds, inviting people to recline and witness the challenging conditions. Scattered throughout Seoul city, dozens of Mom's Bed installations provided individuals with the opportunity to lie down, allowing for a firsthand experience of the cramped conditions akin to those faced by mothers in hospital caregiver beds.
In Starfield, we displayed 21 beds, each bearing the real names of families and conveying the genuine stories of 8 families with sick children. Utilizing a 16-meter-tall media tower and 78-meter-long panorama screens, our goal was to illustrate how many parents spend months and years in hospitals, enduring a life confined to beds as small as 160 x 60cm.
SBS joined us to raise nationwide funds for the construction of the RMHC House in Seoul by airing an 8-hour-long live fundraising broadcast. This broadcast unveiled the challenges experienced by thousands of mothers and families in hospitals, as well as the ringing endorsement from doctors.

RESULT :

The Mom’s Beds resonated widely, garnering extensive media coverage. In collaboration with SBS HopeTV, which illuminated McDonald’s dedication to supporting families with sick children, the overall initiative inspired people to actively engage with the symbolic beds and understand the need for an RMHC House, prompting donations.
The campaign resulted in an unprecedented $300K+ in donations, with 1,827 people signing up to become regular donors through fundraising broadcast alone. YouTube channels covered the campaign, introducing RMHC to their subscribers and emphasizing the need for a second RMHC House in South Korea. Over 50 media outlets covered the campaign, underscoring the imperative for an RMHC House in the capital city. Thousands of people, including influencers, actively supported the cause by lying down on symbolic beds and sharing their experiences on social media, contributing to the campaign's widespread impact.
With an estimated reach of over 377 million, the significant surge in support finally led to Seoul City’s approval for a new RMHC House site. This was made possible through a partnership with Seoul National University Hospital, situated next to Seoul's largest children's hospital. Beyond raising awareness, the campaign mobilized tangible support, exemplifying its effectiveness in addressing the critical needs of families.