ronald mcdonald house
add to care
America’s healthcare system treats the child and evicts the family.
Young adults are not unwilling to help. They’re overwhelmed by causes that feel too intangible or vague and are more likely to give when they know exactly how their money will be used.
Ronald McDonald House is different. Its impact is immediate and tangible: a bed, a meal, a shower, a kitchen, a place to stay close to a sick child.
Add to Care reframes generosity through behavior younger audiences already know: adding one more thing to their cart. Instead of telling people to stop spending, we can show them how to spend meaningfully – turning impulse spending into impulse giving.
copywriters: me + Jackson Knox art directors: Nick Beccar Varela + Emily Waldo
App integration: add to care at checkout
At checkout on participating e-commerce, food delivery, and ticketing platforms, users see a simple Add to Care prompt that translates a small donation into specific support for a Ronald McDonald House family.
Instead of a generic roundup, each ask shows exactly what that amount can do.
App integration: late night scroll intercepts
Between the hours when Gen Z and Millennials are most likely to impulse shop, Ronald McDonald House shows up with social-first content that reframes those purchases in real time.
The work mirrors the visual language of impulse-buy culture, then flips it into something more meaningful.
mobile partnership: while you wait
In digital waiting rooms for concerts, events, drops, or ticket queues, Ronald McDonald House turns “waiting” into a moment of perspective.
While users wait for access to something exciting, they’re invited to help a family stay close to what matters most.
shareable social + email: care receipts
After donating, users receive a shareable receipt that looks like an order confirmation. Instead of products, it lists the care they helped provide.
This gives an easy visual and shareable option to tie into today’s world of virtue signaling.
OOH: every day translations
A copy-driven series turns ordinary spending into a new lens for generosity by comparing everyday purchases to what that same amount could mean for a Ronald McDonald House family.
