TAP INTO CHANGE

Art Director: Abby Pallant, Kristen Bongco

Copywriter: Madeline Kruse, Emilio Pizana

Gen Z wants to do good, but they’re constantly distracted and don’t have the time or patience for a complicated donation process. While 66% of people under 25 say they’d be more likely to donate if they could do it through an app they already use, the opportunity lies in removing friction, not intention. By meeting Gen Z where they already are and simplifying the act of giving into a seamless, in-the-moment experience, we turn good intentions into immediate action.

Raising eyebrows & funds

We kickoff the campaign with a venmo request rampage.

Ronald McDonald House requests corporations on $100,000 Venmo, sparking buzz on the typically quiet app.

Approved list of families

Riding off the request rampage buzz, we’ll release the Ronald McDonalds House Venmo list of approved families.

So, our donors can see exactly who their money is going to.

Each family will have a bio to allow people to make real connections to real families.

Getting personal: Family intros

On instagram we will be sharing families stories to build personal relationships with potential donors.

Focusing on each of the family members. With captions about who they are. Beyond a diagnosis.

Round up feature

In partnership with Venmo, Ronald McDonald House will create a round up feature. Allowing users to pitch in where they can, showing that every cent counts.

Digital OOH

The Ronald McDonald House will create digital OOH billboards to grab the attention of Gen-Z. The billboards will have an option to donate to the House.

Strategically placed in major cities, we show their donation funding the Ronald McDonald House’s that need it the most.

When the transaction is accepted an animated track appears to other Ronald Mcdonald Houses worldwide.

Showing the impact of just one donation, this gives Gen-Z the instant gratification they’re used to, and the affirmation it’s really making a difference.