Ronald McDonald House
You don’t know how hard it is… until you do.
Gen Z and Millennials care most about what they discover for themselves.
So we use “IYKYK” to turn Ronald McDonald House into an insider truth people want to uncover.
Because when curiosity becomes understanding,
understanding becomes care—
and care becomes action.
We place QR codes in high-traffic OOH placements—turning curiosity into discovery and redirecting scanners to a landing page. Giving them the opportunity to be “ in the know.”
Public art installations invite participation. We saw an opportunity for an organization built on care to tap into existing expressions of affection—
and turn them into moments that capture attention. The QR codes will bring them to learn more about Ronald McDonald House, and ways to support.
A landing experience that meets people where they are, takes them through the IYKYK challenge, and gives them a compelling reason to donate
