Gen Z and millennials don’t currently see Ronald McDonald House’s cause as a social justice issue.
By creating a movement around the issue, we’ll show them that the “personal problem” of childhood cancer is, in fact, a social justice issue.
Enter: Be Their Justice
We’ll place picket sign inspired billboards around major cities with Ronald McDonald House locations.
In a Cash Crusade, we’ll place fundraising installations in high-traffic public spaces that offer convenience and instant, in-the-moment satisfaction to passersby.
And finally, we bring the movement to Venmo—where everyday giving lives—activating a shared culture of mutual aid.
Copy: Haley Petersen
AD: Caden Estrada + Miles Cohoe