The Ronald McDonald House Charities campaign “Concert” leverages a deeply human narrative to illustrate the organization’s core value of providing emotional and practical support to families during medical crises. By focusing on Chloe, a young girl who traveled thousands of miles for treatment, the campaign communicates RMHC’s promise to create a comforting, home-like environment that nurtures healing beyond clinical care. The story underscores the charity’s role in offering not just shelter, but also a sense of normalcy and relief through elements such as music, family, and love.
Strategically, the campaign employs a multi-disciplinary creative approach that combines real-life narrative with a collaborative musical performance. By featuring renowned artists from diverse genres—including classical violinist Joshua Bell, rapper Diggy Simmons, and the Chicago Philharmonic—alongside Chloe herself, the campaign connects emotionally through the universal language of music. This fusion amplifies the authenticity and emotional resonance of Chloe’s experience, making it relatable to a broad audience. The insight driving the campaign is the transformative power of comfort and familiarity during hardship, particularly the role of music as a coping mechanism. Targeting viewers with an appreciation for heartfelt storytelling and social impact, the campaign uses ambient media to immerse audiences in Chloe’s journey, reinforcing RMHC’s mission to support families facing medical challenges. The narrative angle combines personal vulnerability with communal creativity, positioning the charity as a vital, empathetic presence in moments of crisis.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This campaign centers on Chloe, a young girl who travels from Taiwan to Chicago for medical treatment, and how playing piano at the Ronald McDonald House brought her solace and a sense of home. The film celebrates her journey by bringing together celebrities and musicians for a unique concert, with Chloe herself at the center. The Ronald McDonald House Charities is not just featured but is integral to Chloe’s emotional recovery and well-being, resolving her story and anchoring the narrative. The structure, focus on Chloe’s challenge, and resolution—where RMHC enables healing and connection—clearly follow a story-driven arc where the charity’s role is vital.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Make-A-Wish Foundation – Market Positioning
Make-A-Wish focuses on granting life-changing wishes for children with critical illnesses, emphasizing hope, strength, and joy. Their strategic angle centers on emotional storytelling and creating memorable experiences that uplift children and families during difficult times, setting them apart through impact-driven personal fulfillment.
2. St. Jude Children’s Research Hospital – Market Positioning
St. Jude positions itself as a leader in pediatric catastrophic disease treatment and research, committed to advancing cures and ensuring no family pays for treatment. Their strategy combines cutting-edge medical innovation with compassionate care, establishing trust and hope in battling childhood diseases globally.
3. Children’s Miracle Network Hospitals – Market Positioning
Children’s Miracle Network Hospitals differentiates through its network of hospitals providing local pediatric care funding. Their strategy emphasizes community involvement and fundraising partnerships to support life-saving treatments and healthcare innovations, fostering a broad grassroots support system.
4. Save the Children – Market Positioning
Save the Children focuses on child rights and welfare around the world, with strong emphasis on education, health, and emergency relief. Their strategic appeal lies in global reach and measurable impact programs, positioning themselves as advocates for children's survival, learning, and protection.
5. The Boys & Girls Clubs of America – Market Positioning
The Boys & Girls Clubs position themselves as safe havens offering mentorship, educational programs, and recreational activities for underserved youth. Their strategy highlights community-driven development and empowering young people to achieve academic success and avoid risky behaviors, cultivating future leaders at a local level.
Q: What is Concert about?
A: Concert is a 2014 ambient campaign created by DDB for Ronald McDonald House Charities in the United States. The campaign centers on Chloe, a young girl from Taiwan who travels to Chicago for medical treatment, and finds solace in playing the piano at the Ronald McDonald House. By bringing together Chloe with renowned musicians including Joshua Bell, Diggy Simmons, Khari Parker, and the Chicago Philharmonic, the campaign tells a moving story of comfort, healing, and community. The film highlights the charity’s role in providing emotional and practical support to families facing medical crises.
Q: What creative device does Concert use?
A: Concert employs the Exemplary Story format, classified as FORMAT#5 in Clapboard’s 12-format taxonomy. This approach tells a complete narrative in which the brand—in this case, Ronald McDonald House Charities—plays a vital role in the plot and resolution. The campaign’s structure follows Chloe’s journey from vulnerability to healing, with RMHC serving as the catalyst for her emotional recovery. The use of real-life storytelling, combined with a collaborative musical performance, immerses viewers in Chloe’s experience and positions the charity as integral to the outcome.
Q: What is the campaign proposition for Concert?
A: The campaign proposition for Concert is to demonstrate Ronald McDonald House Charities’ commitment to providing not just shelter, but a nurturing, home-like environment that supports families emotionally and practically during medical crises. By focusing on Chloe’s personal journey and her connection to music, the campaign communicates RMHC’s promise of comfort, normalcy, and relief. Strategically, it targets audiences who value heartfelt storytelling and social impact, reinforcing the charity’s mission to be a vital support system for families navigating serious health challenges.
Q: How does Concert rank in Clapboard's archive?
A: Concert holds a Clapboard Campaign Score of 71/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Ronald McDonald House Charities' category?
A: In the public service sector, Ronald McDonald House Charities competes with organizations such as Make-A-Wish Foundation, which focuses on granting transformative wishes for children with critical illnesses; St. Jude Children’s Research Hospital, known for pioneering pediatric disease treatment and ensuring families never pay for care; Children’s Miracle Network Hospitals, which emphasizes local pediatric care funding and community partnerships; Save the Children, recognized for global child welfare and emergency relief; and Boys & Girls Clubs of America, which provides mentorship and educational programs to empower underserved youth. Each brand occupies a distinct position within the landscape of child-focused charitable organizations.
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