Ronald McDonald House Charities is an organization that provides a "home away from home" for families with children undergoing medical treatment.
We wanted to highlight the challenge these families face: traveling miles every week to be near their kids. Using the real locations of families undergoing treatment, we placed “half-billboards” in their hometowns across Spain. The messages—split in half—were intentionally cryptic. To understand them, people were invited to connect their phones and view the other half of the billboard, located miles away near major city hospitals.
We wanted to highlight the challenge these families face: traveling miles every week to be near their kids. Using the real locations of families undergoing treatment, we placed “half-billboards” in their hometowns across Spain. The messages—split in half—were intentionally cryptic. To understand them, people were invited to connect their phones and view the other half of the billboard, located miles away near major city hospitals.
This idea brings us closer to these families. And brings them closer to what matters.
Freelance job. April 2025
Agency: TBWA Madrid
Client: Fundación Ronald McDonald
