Marketing Consultation: 6 Degrees of Separation

Creative Brief
Author: Ryan Lindbergh
Mission Statement: Supporting the families of terminally ill children by raising awareness and
donations in an effort to improve the standard of living in the final stages of medical attention.
The high desert geographic quadrant produces the largest statistics in terms of family stays in
the alternative Ronald McDonald housing. The mission of this campaign is to provide motivation
and evidence to the general public about the current status of the Ronald McDonald House.
Target Market: The target market in this quadrant of the campaign is the High Desert Region.
This region provides the largest expense on the Ronald McDonald house. This market is
dominantly low income, minority races. The dominant source of marketing will be directed at
childbearing households and local businesses.
Message Theme: Terminal illness is completely random, no family can prevent or choose
whether they end up spending sleepless nights bedside to a dying child. There are at this
moment children playing, unknown to an illness that will eventually claim their lives. It is not an
option, not a sign of bad parenting. Terminal illness is a lottery, one that destroys families and
communities with no bias or reason. Through the support of the Ronald McDonald house in
Loma Linda, you are supporting your entire community. Consider the 6 degrees of separation;
the death of a child doesnt merely affect an immediate family but entire communities and
populations.
The Support: The support from this campaign will come in the form of testimonials of local
children at school. Place an image of a child standing in front of the population of his/her school.
For each child claimed by terminal illness hundreds of lives are impacted. The support will come
from the logical basis that each person meets thousands of people throughout their lives. Use
the fact that children survive exponentially more when they have the company of their family
through their medical care.
Constraints: The constraints dominantly come from the basis that the community is low
income. What this provides is that the campaign has to be promoted in a way in which the
community can freely view the campaign and can see how they are directly impacted. Following
the 6 degrees of separation theme, the awareness from the community has the potential to
bring in support from areas that have relatives. The campaign doesnt need to be based off
donations; the theme is that the death of a child and the pain of a family impacts everyone not
just individuals.

Visual of 1st degree of

separation demonstrating the
impact of one child. Doesnt
even consider the impact of the
family and all their
connections.