McDonald's 'Mom's Bed' Campaign Highlights Caregiving
AdvertisingContentCreativeDigital Marketing

McDonald’s Korea Honors Motherly Love with Mom’s Bed’ Campaign

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.

Mom's Bed McDonalds - South Korea

This is the cramped resting space where mothers have to face deprivation and inconvenience for a long time while taking care of sick children.

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.

Mom's Bed McDonalds Campaign Highlight Caregiving

McDonald’s Mom’s Bed Outdoor Advertising Campaign

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.

The tiny bed that Korean mothers have to use when staying by their children's side in the hospital.
The tiny bed that Korean mothers have to use when staying by their children’s side in the hospital.

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.

RMHC House provides a cozy respite for families with children battling life-threatening illnesses.
RMHC House provides a cozy respite for families with children battling life-threatening illnesses.

“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.

Comment Policy: We truly value your comments and appreciate the time you take to share your thoughts and feedback with us.

Note: Comments that are identified as spam or purely promotional will be removed.

To enhance your commenting experience, consider creating a Gravatar account. By adding an avatar and using the same Email here, your comments will feature a unique and recognizable avatar, making it easier for other members to identify you.

Please use a valid email address so you can receive notifications when your comments receive replies.

Related posts

What is a Unique Selling Points (USP)? Key Elements for Business Success

Mark Lee

GenZ strives to reduce terrible CO2 emissions from Advertising & Sustainable Advertising trends

Mark Lee

What is Call To Action (CTA)? The Role of CTA on a Website

Mark Lee

Leave a Comment

* By using this form you agree with the storage and handling of your data by this website.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More