How a little 'Hope, Love and Courage' revitalised one of Australia's longest standing charity fundraisers.

McHappy Day is one of Australia's longest standing charity fundraisers but by 2008 had become a cause stuck without an idea.

How a little ‘Hope, Love and Courage’ revitalised one of Australia's longest standing charity fundraisers.

Agencies DDB and phdcreativeAdvertiser McDonald's Australia and Ronald McDonald House CharitiesAuthors Dan Pankraz (DDB) and Caroline Ghatt (phdcreative)Total Campaign Expenditure 500 - $1 million

The challenge was to increase charitable donations on McHappy Day to meet a stretch target of 33.7% YOY1 in a dire economic climate with 16.4% less media spend.2 Impossible? We thought so too….

For 18 years McHappy Day had rallied public donation for Ronald McDonald House Charities (RMHC)....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands