LANSING, Mich. — The Ronald McDonald House of Mid-Michigan’s 2019 “Even superheroes need a support system” campaign earned awards across several categories in multiple public relations and communications associations. This campaign evolved from creative inspiration from the children and their families that the Ronald McDonald House has served over the last nineteen years. These amazing children were portrayed as superheroes in their own stories, focusing on their strength, power and individuality. This campaign celebrated who they became since their journeys began as tiny, premature babies whose families called the Ronald McDonald House of Mid-Michigan home.
“The outcome is an outstanding success for the Ronald McDonald House of Mid-Michigan,” said Executive Director Carolyn Hurst. “This has been an opportunity for the House to allow people to better understand that supporting families of ill children staying at the House is not frightening or sad, it's full of joy and strength. This campaign is an exceptional example of the service provided to families 365 days a year at the Ronald McDonald House of Mid-Michigan.”
The successful campaign was directed and designed by Piper & Gold Public Relations of Lansing, Michigan and showcased professional photography by Two Ring Photography of Williamston, Michigan.
“This comprehensive campaign not only brought increased visibility and exposure to the Ronald McDonald House of Mid-Michigan, but it also told the family stories from a place of strength and celebration,” said Cassie Cotton, Associate Strategist with Piper and Gold Public Relations. The results from the campaign proved that the power of these superheroes clearly touched donors and the community.”
The campaign snapshot with examples of creative elements and design can be found at:
Accolades for the “Even superheroes need a support system” campaign:
2019 PACE People’s Choice Award - Social Medium
2019 PACE People’s Choice Award - Integrated Communications
2019 PACE Pinnacle Award – Integrated Communications
2019 PACE Award of Excellence – Social Medium
2019 Gold ADDY Award – Online/Interactive, Social Media, Campaign
2019 Silver ADDY Award – Sales + Marketing, Public Service, Direct Marketing + Specialty Advertising
2019 Silver ADDY Award – Cross Platform, Public Service, Integrated Media Public Service Campaign
2019 Hermes Award – Print Media, Integrated Marketing, 34c
The Ronald McDonald House of Mid-Michigan keeps families with sick children close to each other and the care and resources they need. It has served thousands of families by providing them a warm and caring home-away-from-home where they can have home-cooked meals, a place for siblings to play and a comfortable place to sleep close to the hospital room where they spend countless hours with an ill child.
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