McDonald's and Pixie Lott rewrite iconic Proclaimers track for families of seriously ill children

McDonald’s and Pixie Lott have launched a heartfelt remix of The Proclaimers iconic track I’m Gonna Be (500 Miles).

It has been renamed I’m Gonna Be (79 Miles), in support of Ronald McDonald House UK, as a result of new data showing that families travel an average of 79 miles to be with their seriously ill children in hospital. 

Pixie rewrote the lyrics alongside families supported by the charity, with all proceeds from the track going to Ronald McDonald House UK and Ronald McDonald House Ireland.

The release has been made with the blessing of The Proclaimers Craig and Charlie Reid, and is accompanied by a music video featuring real families whose experiences inspired the song.

Ready10 developed the idea, working with partner agency WPP Production to create the music video and supporting social assets. Ready10 is responsible for PR, talent and social content, and WPP responsible for video executions.

The track captures the emotional and physical journeys experienced by families in these challenging situations.

Harnessing the musical talents of four families from across the UK and Ireland, the band was made up of the following members:

• Aidan Hawes, who stayed 72 miles from home for 14 nights in Ronald McDonald House Arrowe Park in the Wirral whilst his son Theodore underwent treatment for Hypoxic Ischaemic Encephalopathy, caused by oxygen deprivation at birth.
• Dean Amer, who stayed 55 miles from home for 186 nights in Ronald McDonald House Southampton after his son Rafi contracted E coli which led to complications including sepsis, pneumonia, cardiac arrests, strokes and a brain injury.
• Elliot Hibbert, whose family stayed 72 miles from home for five nights in Ronald McDonald House Camberwell whilst he underwent brain surgery.
• Lisa Gaffney and Séan Wall, who stayed 75 miles from home for 227 nights in Ronald McDonald House Dublin to be near daughter, Tilly, whilst she was in hospital being treated for a rare congenital defect known as 'Pierre Robin Sequence' which impacted her ability to breathe.

Pixie Lott and the band also starred in a music video, which showcases personal videos from families whose lived experiences are the inspiration behind the song. Featuring children who underwent treatment, alongside their siblings, the video serves as a celebration of their collective experiences and the community and support that the charity has provided.

Pixie Lott was drawn to the campaign after hearing the stories of families supported by Ronald McDonald House UK, and the emotional reality of the journeys they make to stay close to their children in hospital.

Pixie said: “As a singer, it’s so special to be given the blessing to reimagine such an iconic song; but as a parent, it’s the meaning behind ‘I’m Gonna Be (‘79 Miles)’ that matters most. Being part of a campaign that raises awareness for this incredible charity - and performing alongside such wonderful people and musicians – has been an honour. Please join me in supporting McDonald’s, Ronald McDonald House UK and Ronald McDonald House Ireland to help more families stay close to their children when they need it most.”

Ronald McDonald House UK has worked with McDonald’s, its founding and forever partner, for almost forty years. Last year, with the support of McDonald’s and its Franchisees, Ronald McDonald House UK accommodated 8,488 families, who stayed for an average of 16 nights, and saved families from travelling a total of 10 million miles to and from hospital.

Since the charity was established in the UK in 1989, McDonald’s and its Franchisees have raised over £140 million - vital funds that have supported the construction and running of fourteen Ronald McDonald Houses across the UK.

Ella Joseph, Chief Executive Officer at Ronald McDonald House UK, said: “We’re incredibly excited about this campaign and deeply grateful to Pixie Lott and the entire McDonald’s family, from customers and crew to Franchisees, as well as the families who generously shared their stories and experiences, helping to raise vital funds and awareness of our work.

“When a child is seriously ill or injured, families don’t just want to visit, they want to stay close, informed and involved in their child’s care. Yet many families travel long distances, often at huge emotional and financial cost, at a time when life already feels overwhelming. At Ronald McDonald House UK, we remove those barriers by providing free accommodation just minutes from children’s hospital wards, giving families a place to rest, maintain everyday routines and support one another for as long as their child needs hospital care.

“‘I’m Gonna Be (79 Miles)’ powerfully brings these journeys to life and shines a light on the reality families face every day. Thanks to the generosity of McDonald’s and the passion Pixie has brought to this project, this campaign will help us reach more families, keep them close to their children, and support them through some of the hardest moments of their lives.”

Ronald McDonald House UK will also be launching a new fundraising challenge following the campaign launch. ‘The 79-Mile Mission’ invites people to run, walk, swim, wheel or cycle 79 miles during July, reflecting the average distance families travel to be with a seriously ill or injured child – all to raise vital funds to support more families in these situations. 

Credits

CAMPAIGN TITLE: 79 Miles
CLIENT: McDonald’s UK 
VICE PRESIDENT: Andrew Moys
DIRECTOR OF IMPACT AND COMMUNICATIONS: Caroline Trotman-Dickenson
SENIOR IMPACT MANAGER: Nial Connacher
SENIOR COMMS MANAGER: Tessa Gough-Allen
SENIOR BRAND MANAGER: Harry Jessop
CONSUMER PR LEAD: Melodie Richards
CONSUMER PR MANAGER: Matthew Jervis
COMMS AGENCY: READY10
MANAGING DIRECTOR: David Fraser  
MANAGING PARTNER: Kate Addy  
DIRECTOR: Laura Coleman  
ASSOCIATE DIRECTOR: Catherine Donegan
SENIOR ACCOUNT DIRECTOR: Francesca Martin   
SENIOR ACCOUNT MANAGER: Immy Omole 
SENIOR ACCOUNT EXECUTIVE: Emily Vawdrey
DESIGNER: Aman Malhi
PRODUCTION: WPP Production
DIRECTOR: Klaas Diersman
PRODUCER: David Maart
DOP: Lukáš Bistřický
ART DIRECTOR: Holly Corsie
POST-PRODUCER: Roger Lairisa
EDITOR: Simon Hargood & Chris Harvey
GRADE: Ben Rogers
MUSIC PRODUCTION
Written by The Proclaimers, Pixie Lott and Ready10
Produced and mixed by Jacob Attwooll
Drums: Gareth Brown
Ronald McDonald House family band:
Guitar: Aidan Hawes
Guitar: Dean Amer
Guitar: Elliot Hibbert
Guitar: Séan Wall
Keyboard: Lisa Gaffney