In 2024, the Newsfront team once again joined one of the Ronald McDonald House Charities’ most popular initiatives — Pajama Day. As in previous years, we were responsible for the project’s visual concept and media outreach.
Challenge
Following the successful relaunch of Ukraine’s annual Pajama Day in 2023, the Ronald McDonald House Charities team enlisted our support once again in 2024. The objective was to inspire people to spend November 22 in their pajamas and make a donation via the Foundation’s website to support Ronald McDonald Family Rooms in six of Ukraine’s largest children’s hospitals. A key goal was to surpass the previous year’s reach of 10.19 million people.
Approach
In developing the campaign’s key visual and messaging, we aimed to convey the central idea: family rooms offer the comfort of home to children undergoing medical treatment. Being in a familiar, cozy environment close to loved ones helps children recover more quickly and with less stress.
We amplified this message across a variety of communication channels—online media, radio, and television.
Results
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Total campaign reach: 13.66 million
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Online media: 27 publications with a combined reach of 436,000
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Radio: 82 mentions on Business Radio, HIT FM, and Europa Plus, reaching 4.7 million listeners
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Television: 2 feature stories on national broadcasts (“United News” and TSN on 1+1), reaching 8.5 million viewers
