McDonald’s Marks 30th Year of Charities

CHICAGO McDonald’s Corp. celebrates the 30th anniversary of its charitable arm, Ronald McDonald House Charities, with a new print campaign meant to highlight the company’s good works.

The new effort, from DDB Chicago, focuses on the individual stories of people helped by the charity’s programs—the Ronald McDonald House, the Ronald McDonald Family Room and the Ronald McDonald Care Mobile.

“Each year our programs impact the lives of children and families around the world,” said Ken Barun, president and chief executive officer of RMHC, in a statement. “This campaign provides us with the opportunity to inform more people about what we do and who we help.”

The first ad is set to break in the 30th anniversary issue of People magazine on April 12. The three-page spread begins with a crayon drawing of a home topped with candles and the question, “How do you sing Happy Birthday to a house?” The following two pages include stories of volunteers, families and children involved with the RMHC.

The effort will continue throughout the year in magazines such as Oprah, Redbook, Reader’s Digest, Time and Newsweek. Campaign spending, which will be financed by the Oak Brook, Ill., company and its U.S. owner-operators, was not disclosed.