Ronald McDonald House’s new global mission campaign, “Family Stays,” aims to deepen people’s understanding of its services and reason for being. The campaign also marks the rollout of Ronald McDonald House’s refreshed brand identity, including a modernized look and feel that “reflects the warmth, hope and strength families find through its wrap-around care.”

Done with support from DDB Chicago, the “Family Stays” celebrates the resilience and strength of family support networks. Omnicom agencies DDB Chicago, Interbrand and Changing Our World led the global brand modernization work, including refreshed logo and streamlined naming.

“The evolution of moving away from our previous tagline of ‘Keeping Families Close’ to ‘Family Stays,’ allows us to evolve our storytelling overtime,” says Stephanie Bateman, director of brand engagement for Ronald McDonald House Canada. “No matter who you consider family, or for how long you stay, Ronald McDonald House has an ambition to continue to be there for even more families when they need us most.”

Bateman tells strategy that Ronald McDonald House has grown its support to more than just a place for families to stay; it also provides meals, accommodations, psychosocial supports and community care.

While Ronald McDonald House has 96% brand awareness in Canada, only 30% to 35% of Canadians have a deep understanding of what the organization does, according to data from the non-profit. That represents an opportunity to expand the understanding of its offerings, Bateman says, adding the organizational goal is to double the number of families it supports by 2030, add 100 new bedrooms and expand meal programs.

“This is just the beginning of rolling out the new ‘Family Stays’ platform in Canada,” Bateman says. The hero for the new campaign features 90-second film, as well as perspective videos highlighting a dad’s POV and mom’s POV “to go deeper on mission storytelling and understanding a family’s journey,” she adds.

Media tactics include earned media and social influencers, paid media placements across OOH, OLV, TV, geared around driving donations as the organization enters the Season of Giving.

Paid media was handled in Canada by OMD Canada, and PR by Weber Shandwick.

The modernized brand begun rolling out across Canada on Oct. 15, with updates continuing through 2026.