To combat low awareness of Ronald McDonald House, we created a campaign that connected the charity with the public through an iconic cultural touchpoint.
With the blessing of The Proclaimers, we worked with Pixie Lott to create ‘I’m Gonna Be (79 Miles)’ – a heartwarming remake that shines a light on the average distance families travel to be close to their sick or seriously injured child in hospital.
At the centre of this campaign was a hard-hitting stat: families supported by Ronald McDonald House travelled an average of 79 miles to be close to their seriously ill or injured child in hospital in 2025. The charity exists to close that gap – giving families a place to stay, minutes from hospital wards, so they can be close to their kids when it matters most.
We enlisted families supported by the charity to form Pixie’s band and perform on the track and music video, which went live on Spotify and YouTube. All proceeds went to the charity, and we saw a 90% increase in awareness of Ronald McDonald House as a result of the campaign.
86 pieces of coverage
100% key message inclusion
155k plays of the song on social channels
20,000 streams on Spotify
90% were more familiar with the charity as a result of the campaign
71% felt more positively about McDonald’s as a result of the campaign
