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1. Print Brief 2020
Background
Dům Ronalda McDonalda, nadační fond (DRMCD), is a local chapter of worldwide organization Ronald McDonald
House Charities, (RMHC).
This network began to grow globally after the first Ronald McDonald House was established in Philadelphia, USA in
1974. Back then, this was a completely unique project that enabled the families of paediatric oncology patients to
be accommodated close to the hospital where their child was receiving treatment free of charge. The project was
given its name due to a significant donation from a local McDonald’s restaurant. A long-term partnership was thus
born, which remains in place to this day. McDonald’s establishes and financially supports RMHC branches all over
the world.
Since 1974, RMHC has created programs that strengthen families during difficult times – mainly when dealing with
serious illness of a child. The organization provides vital resources and compassionate care to children and their
families being served by leading hospitals worldwide. Core RMHC programs - Ronald McDonald House, Ronald
McDonald Family Room, and Ronald McDonald Care Mobile programs - provide access to health care and enable
family-centered care. The network of local Chapters has been helping millions of families with sick children find
comfort and support when they need it most.
DRMcD in Czech was founded in 2002 with their main goal to build Ronald McDonald Houses (RMH). The first one
was planned in the biggest children’s hospital in Motol. For the last few years, public money collection, and
discussion with Motol hospital about the construction, have been ongoing. But the project has hit delays, mostly
due to lack of awareness.
At the beginning of 2019, the situation finally changed. Contracts for building RMH in Motol hospital area have
been signed and work has started on the project. At this point all planning has been approved by the local
authorities. The last step is to find the construction company through public tender and then construction work
can begin. But the project is still 20% short of finances which need to be raised.
Challenge
With many other NGOs / charities in CZE that serve vulnerable children and their families, and in the absence of an
operational Ronald McDonald house in CZE, DRMcD suffers from low awareness. However, DRMcD’s support
model is unique in its ability to keep families together during the highly specialised treatment of their seriously ill
children. There are two main goals. To build trust for the brand by raising awareness and get donations to
complete the project of building a home within a hospital at Motol.
Problem
The partnership with McDonald´s Company is very helpful as well as problematic when it comes to fundraising.
DRMCD has the privilege of “using” McD restaurants for financial collection and it is a significant help. However, it
is very difficult to get donations outside of the system because the population / companies believe that having such
a strong partner means there is no need for additional fundraising. To keep the momentum behind the home at
Motol project going, additional support is needed.
Target audience
Broader population, families, donors – especially companies
Insight
Having a seriously ill child is very distressing. Families that are separated or have to find and pay for
accommodation close to a specialist hospital, endure even more stress. By building and running a home at Motol
hospital, DRMcD will provide immense support and relief for families. It’s not just specialised treatment that can
increase chances of recovery, it’s the love and support of family too.

2. Key message
Introduce DRMCD as an independent NGO that is building a home within a hospital to help families stay
close to their seriously ill children.
KPI
Increased knowledge of DRMCD in Czech population, raised awareness about building the first Ronald McDonald
House in CZ and its positive impact for families all over the country.
Tone of voice
Though it’s hard to imagine, any family could one day come face to face with the challenge of caring for a seriously
ill child. We need people to empathise with the problem our families have. We are asking people to be kind and
open hearted. We need to get their attention quickly and encourage them to visit our website for details. It is good
to use emotions, but do not go too far… Optimism will probably play the best.
Mandatories
One print ad, horizontal format, in English. Please include the DRMcD logo and website.
Budget
With the uncertainty brought about by coronavirus, budget is not confirmed yet. Estimated at around 200,000
CZK.
Other useful info
www.drmcd.cz
www.rmhc.org