McDonald’s Korea and Leo Burnett: Serving Up Innovation with ‘Mom’s Bed’ Campaign

In South Korea, the journey of a sick child isn’t just about hospital visits; it’s about the dedicated mothers who stay by their side, often sacrificing their own comfort for their child’s well-being. McDonald’s Korea, in partnership with Ronald McDonald House Charities (RMHC) and Leo Burnett Korea, recognized the struggles faced by these mothers and sought to bring attention to their plight through the innovative ‘Mom’s Bed’ campaign.

In South Korean hospitals, it’s customary for legal guardians, usually mothers, to accompany their sick children during hospital stays. This means countless mothers endure cramped, uncomfortable conditions on tiny caregiver beds for days, weeks, or even months on end. Despite this unique caregiving culture being ingrained in Korean society, the hardships faced by these mothers often go unnoticed.

‘Mom’s Bed’ was born out of a desire to shed light on these struggles and advocate for change. The campaign aimed to raise awareness of the need for a Ronald McDonald House in Seoul, where most children’s hospitals are situated. These houses provide a ‘home away from home’ for families with sick children, offering comfort and support during difficult times. Currently, South Korea has only one Ronald McDonald House in Yangsan, located 388km away from Seoul.

To capture attention and spark conversation, ‘Mom’s Bed’ installations appeared overnight in various locations across Seoul. These installations, strategically placed in streets, landmarks, shopping malls, and even McDonald’s restaurants, showcased the actual size of caregiver beds compared to universal bed sizes. Each installation bore the name of a real mother, with QR codes linking to their stories, aiming to inspire change and invite donations.

One of the campaign’s standout moments was the installation at Goyang Starfield, one of Seoul’s largest shopping malls. Influencers and ambassadors joined the cause, sharing photos to highlight the uncomfortable reality of caregiver beds and encourage support for the construction of a second Ronald McDonald House in Seoul.

Haeyeon Lee, Chief Marketing Officer at McDonald’s Korea, expressed the campaign’s intention to raise awareness of the urgent need for a Ronald McDonald House in Seoul. SooHee Yang, Chief Creative Officer at Publicis Groupe Korea, reflected on the humbling experience of learning about the hardships faced by parents and expressed hope that the campaign would alleviate some of their burdens.

The ‘Mom’s Bed’ campaign stands as a testament to the power of collaboration and compassion. By shining a light on the struggles of caregiving mothers, McDonald’s Korea and Leo Burnett Korea have ignited meaningful change and provided hope for a brighter, more supportive future for families with sick children in South Korea.

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