The Ronald McDonald House of Chapel Hill (RMH) is a non-profit organization that provides a home for sick children and their families while they are being treated at local hospitals. RMH operates entirely on donations, from individuals and corporations. Their goal was to increase donations by bringing in new donors or by increasing the donations of those who were already involved.
The big idea for the work was to show the balance in the house. However bad these families’ situations are, the RMH has to be that much better. They have to counter the sickness and the sadness with as much joy and happiness as possible.
The campaign depends on conflicting emotions. Through similar visual shapes, we’ve found the common ground that brings together sterile medical truth with emotional joy.