In 2022, McDonald’s, deeply concerned about the lack of resting places for mothers with young children being treated at Korean hospitals, collaborated with Leo Burnett Korea to launch an emotional outdoor Advertising Campaign called “Mom’s Bed”. This campaign not only honors the noble motherly love but also calls on the community to join hands to donate to build RMHC House in Seoul, providing practical support to families in difficulty.
McDonald’s ‘Mom’s Bed’ Campaign: Highlights Caregiving and Calling for RMHC House
In Korea, when children are hospitalized, mothers often stay by their children’s side in cramped, poorly ventilated rooms. They can only nap on chairs or on mattresses on the floor, which seriously reduces their sleep quality and health. Unfortunately, Korean culture often treats this as normal, causing mothers to forget about the hardships they endure.
McDonald’s “Mom’s Bed” campaign was initiated from this heartbreaking reality. McDonald’s wants to highlight the silent sacrifices of mothers and call on the community to join hands to build RMHC House in Seoul, to bring comfort and practical support to families in need.
The image of tiny beds, placed in public places, became a touching highlight of McDonald’s “Mom’s Bed” campaign. Measuring only 160cm long and 60cm wide, these beds symbolize the cramped sleeping quarters that mothers have to endure when caring for sick children. The small size is not enough for an adult to lie comfortably, but it is the harsh reality that Korean mothers face every day.
McDonald’s tiny beds are placed everywhere from streets, parks, shopping malls to McDonald’s stores, attracting the attention of many passersby. The presence at these locations has helped spread the message of the “Mom’s Bed” campaign widely.
McDonald’s has encouraged people to experience the feeling of lying on these tiny beds to understand the hardships that mothers are going through. Each “Mother’s Bed” is equipped with a QR code, which when scanned, users can follow the mothers’ arduous journey of caring for sick children and have the opportunity to donate to support families in need.
McDonald’s “Mom’s Bed” campaign also highlights the need for RMHC House in Seoul, which provides accommodation for families with children with life-threatening illnesses. Currently, South Korea has only one RMHC in Yangsan, 388km from Seoul, highlighting the urgent need for a support facility closer to families in the capital.
“Discovering the struggles that many parents are going through has been a profound experience for us at McDonald’s,” said Creative Director SooHee Yang. “We hope that this McDonald’s campaign will help parents get better sleep and better health, so they can face the challenges ahead.”
McDonald’s humane outdoor advertising campaign quickly attracted the attention of passersby, who experienced the small bed and expressed their admiration for resilient mothers. McDonald’s “Mom’s Bed” received enthusiastic support from the community, with more than $300,000 in donations from donors, reaching more than 377 million people, and a site near Seoul Children’s Hospital was approved to build a Shared House in 2024.
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