The core message can and should be the most powerful tool. No videos, storyboards, visuals. or other elements to take away from the audiences attention. And, in the case of the Birmingham Ronald McDonald House "New House" Campaign presentation, the following piece was read and by the time it was finished you could hear a pin drop. Every board and staff member present new then and there that this was the campaign that would enable them to build their new house.
They exceeded their goal within a record amount of time. The New House Campaign made $6.75 million within the first 5 months. It was not only cited as exceeding the board's expectations, but also recognized by the President of the Ronald McDonald House Charities Global as the model campaign that all of the other houses should look to as they start new house initiatives moving forward. The print ad is also an example of the campaign that featured local Birmingham celebrities in key area publications. Other celebrities included Frank Stitt and Courtney Cox, both Birmingham natives.
