Ronald McDonald House BC & Yukon begins Fort-a-Thon
By Rob Bale
Ronald McDonald House BC & Yukon has begun a fundraising initiative called the “Fort-a-Thon.” Developed in collaboration with Cossette West, the effort encourages families in British Columbia and Yukon to raise funds for the charity by building pillow forts. The initiative is being promoted with out-of-home and digital advertising, as well as social media content. In addition, the organization distributed a fort-building kit to various influencers and past donors. The materials direct consumers to a website at <http://www.fortathon.com> to sign up. The campaign will run until Feb. 18.
“Nowadays ‘thons’ are more about winning a race versus supporting a cause,” said Pierre Chan, group creative director at Cossette West. “That’s why we set out to create a ‘thon’ that’s parallel to RMH BC & Y’s mission: raise money for a home that keeps families together, by building a home of pillows with your family. With Fort-a-thon, there’s no timing chip, no finish line and no shutting down traffic across the city.”