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Special Project

Special Project
From the 13th Annual Shorty Awards

McDonald's #HereForRMHC

Entered in Social Good Campaign, TikTok


#HereForRMHC was designed to engage consumers in McDonald’s purpose, with the following objectives:

Strategy and Execution

In late 2020, a hand symbol started appearing in millions of social feeds around the world. It got so much traction, Twitter made it into an icon. Literally. But what’s the value in a symbol, anyway? When it’s tied to a mission that can unite millions of families, the answer is... a whole lot.

Ronald McDonald House Charities® (RMHC®) has helped millions of families with ill or injured children be there for each other. So when donations were down due to the pandemic, McDonald’s reaffirmed its purpose – to feed and foster communities - and created the symbol to help everyone be #HereForRMHC. And to make sure every gesture of support mattered, McDonald’s gave $100 in the name of each person who posted, as part of a $100 million commitment.

RMHC families and supporters – including celebrity parents Chrissy Teigen and John Legend – rallied behind the cause. At a time when we collectively longed to connect, McDonald’s sparked a global movement that captured the spirit of the moment and brought a bit of hope to every heart.




Entrant Company / Organization Name

Weber Shandwick, McDonald's Corporation


Entry Credits