Ronald McDonald House Charities parts with Munro & Forster in bid to raise profile

Ronald McDonald House Charities has dropped Munro & Forster and appointed Third Sector PR as it looks to raise its profile.

RMHC: free accommodation for young patients' families
RMHC: free accommodation for young patients' families

The independent charity, which is supported by fast-food giant McDonald’s, provides free accommodation for families of young patients staying in NHS hospitals and hospices.

Third Sector fought off seven agencies in a competitive three-stage pitch process. The agency will work to drive fundraising income and boost the charity’s profile as a provider of free housing at a time when public services are increasingly stretched.

Jon Haward, director of RMHC, told PRWeek: ‘We have met with health professionals from a number of hospitals who have expressed an interest in family accommodation onsite as part of their care for sick children.

‘The provision of family accommodation is now recognised widely as best practice and we expect this demand to remain high.’

He added: ‘We are opening new houses and reorganising our accommodation services to meet the needs of changing patterns in the health service. We have strengthened our in-house team considerably and look forward to the support that increased PR and media work can bring.’

RMHC, whose biggest source of income comes from collection boxes in McDonald’s restaurants, receives no government funding.

Third Sector was founded in 1994 by ex-RNIB head of PR Patricia Orr, who called the RMHC brief ‘challenging but hugely exciting’.

The agency plans to implement several national initiatives and a major awareness campaign across multiple media channels, while supporting fundraising appeals for additional facilities in Manchester and Camberwell.

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