Ronald McDonald House is reintroducing itself to the world with “Family Stays,” a new global campaign that puts real families and their words at the heart of the story.
Created by DDB Chicago and rolling out across multiple markets, the work pairs voiceovers drawn from authentic letters with cinematic recreations by director Sara Dunlop, plus intimate stills from documentary photographer Isadora Kosofsky. The result is a clear, emotional portrait of what the organization does best: keep families close to the care their kids need while surrounding them with support.
The launch arrives alongside a candid look at demand. According to the nonprofit, Ronald McDonald House currently meets less than one-third of global need for its programs, a gap projected to widen as specialized pediatric care and hospital consolidation force families to travel farther and stay longer.
The organization has set an ambitious target to double the number of families served by 2030, with an estimated two million families per year needing House and Family Room programs by 2034. Watch below:
The campaign also underscores the mental health toll on caregivers during a child’s hospital stay. Research cited by the organization shows that about half of caregivers experience symptoms of depression and more than two-thirds report anxiety, another reminder that “staying” means more than a bed near the hospital; it’s about staying supported, connected, and cared for.
For Chicago readers: the global rollout coincides with a refreshed identity, now simply Ronald McDonald House, that Chapters will adopt through 2026. Expect to see the updated name and campaign elements surface across local channels as the nonprofit rallies donors and partners to expand capacity across its network of 250+ Chapters in 60+ countries and regions.
The campaign’s restrained, letter-driven storytelling leans into authenticity rather than polished ad-speak—an innovative approach for an organization whose authentic “brand” is the lived experience of families finding a place to breathe during the hardest days of their lives.
CREDITS:
BRAND: Ronald McDonald House
- Chief Executive Officer: Katie Fitzgerald
- Chief Marketing Officer: Joanna Sabato
- Marketing & Communications Director: Kristin Hylek
- Global Brand Manager: Chloe Robertson
- Head of Brand, Canada: Stephanie Bateman
- Global Creative Content & Brand Supervisor: Alexis Woods
- Global Communications Manager: Kayla Wright
- Global Communications Specialist: Kate Lee
AGENCY: DDB Chicago
- Chief Executive Officer, North America: Caroline Winterton
- Chief Creative Officer: Colin Selikow
- Head of Strategy: Jaime McGill
- Senior Strategist: Lucy Remitz
- Group Creative Director: Katie Bero
- Group Creative Director: Brian Culp
- Senior Copywriter: Analisha Santini
- Senior Art Director: Lane Hedler
- Group Account Director: Nick Vitellaro
- Account Director: Demi Kallis
- Assistant Account Executive: Jasmine Levy
PRODUCTION COMPANY: Omnicom Production
- Executive Producer: Becky Carrel
- Executive Producer: Rodrigo Palacios
- Talent Manager: Chris Quinn
- Business Affairs: Sarah English
- General Counsel: Sandra Leib
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