The Challenge While many Australians knew of McHappy Day, few truly understood how their donations supported Ronald McDonald House Charities (RMHC). Awareness was high, but the connection between buying a Big Mac and the real, human impact of RMHC—keeping families together during a child’s serious illness—was vague. The challenge was to make this emotional benefit feel immediate, personal, and real. The Insight Big charitable appeals often focus on research or equipment. But for RMHC, the value lies in small, meaningful moments—hugs, bedtime stories, shared meals—that only happen because families are given a place to stay together. By framing every Big Mac purchase as a direct way to give families more of these moments, we could transform a simple transaction into an act of “Big Love.” The Approach As director, my goal was to tell this story with authenticity and heart. We filmed with real families staying at RMHC over the course of 2 days, capturing candid interviews and observed moments of connection. Careful attention was given to tone and visual language, ensuring the films felt uplifting, focusing on the positive impact RMHC provides, not the hardships that brought families there. Building trust with each family before filming was essential—taking the time to listen to their stories and allowing genuine moments to unfold naturally on camera. The result was a heartfelt campaign that transformed McHappy Day from a distant donation drive into a relatable, human story of how small acts—like buying a burger—can create big moments of love and support.