Photograph by Michelle Shiro
This is part of a cause marketing campaign for Ronald McDonald House Charities Eastern Wisconsin. I designed the campaign name, Hope 24/7, to reinforce the concept that Ronald McDonald House is there to provide families a place to stay while their sick or injured child is receiving treatment. This is a full time commitment, 24 hours a day 7 days a week. This service allows the family to concentrate on helping their family weather this stressful time and have 'Hope' for a successful outcome. The photo of the family is chosen because it shows a supportive, hopeful family. The image is believable because the family shows real emotions and not contrived happy smiles. One twin looks at the parents for support, while the other twin looks out at the viewer drawing them into the emotional situation.
The campaign graphics are used in both digital and print. The community partners icon badge is designed to be proudly displayed showing company support for RMHC. This concept evokes an emotional connection to the community partners' brand. Because Ronald McDonald house frequently uses a heart to represent their caring image, I reinforce that recognizable symbol by using it in the Hope 24/7 logo and icon badge. I have included my design work done for community partners use, to inform customers of company support of RMHC and how, as customers, they can help.