Ronald McDonald House Charities (RMHC) supports families of children undergoing medical treatments, providing a “home away from home” near hospitals. The campaign highlights the long distances families travel to reach major city hospitals, aiming to foster empathy and generate awareness and donations by helping the audience understand the challenges these families face.

TBWA\Spain utilized the real locations of families currently undergoing treatment to place “half-billboards” in their hometowns across Spain. These intentionally cryptic messages encouraged people to connect their phones to reveal the other half of the billboard, located miles away near major city hospitals. Once connected, the billboards displayed a complete message: “Like this billboard, a family only truly exists when they are united.” This then triggered mobile content, sharing the story of a family that once traveled that exact route to be with their sick child.