ronald mcdonald centre
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Opening Ronald McDonald Centre – the First Sports Centre for disabled children in Western-Europe
European Excellence Award 2011
At a glanceThe Ronald McDonald House Charities The Netherlands opened an unique sport centre for
disabled children, the first in Europe. With the help of a Princess and a football star Ketchum
Pleon achieved an overwhelming press coverage of all major media in the Netherlands.
Situation AnalysisIn November 2010, the Ronald McDonald Centre opened its doors in Amsterdam. The sports
centre is the first of its sort in Europe. The initial initiative was taken by Dennis Gebbink, father
of a disabled child and founder of sport club Only Friends that now participates in the centre.
Mr. Gebbink wanted to give disabled and chronically ill children the same opportunities to play
sports as any other child.
Objectives To show the Dutch population that Ronald McDonald House Charities has opened an unique
sport centre for disabled children. To help attract sport clubs to join the Ronald McDonald
Centre by gaining as much press coverage as possible for the Ronald McDonald Centre itself
as well as for the Ronald McDonald House Charities The Netherlands.
StrategyDelivering a tailor-made story to all major dailies, magazines, RTV and online media in the
Netherlands, combined with an unique opening ceremony and offering a camera opportunity
with celebrities.
HRH Princess Marilène van Oranje-Nassau (left)
and football star Marco van Basten (right) pose with disabled sporters.
ImplementationThe Ronald McDonald Centre was
officially opened on November 8, 2010 by
Her Royal Highness Princess Marilène
van Oranje-Nassau together with former
football star Marco van Basten and Ed
Nijpels, chairman of the Board of Trustees
of the Dutch Ronald McDonald House
Charities. They assisted two young
disabled sporters in the release of 400
colorful balloons from a gigantic football.
This was the sign to start a programme
with demonstrations of all kinds of sports
by disabled children.
ResultsOver 30 journalists attended and the
press coverage was overwhelming, both
in newspapers and magazines as well as
on radio, tv and internet. This included
elaborate items in all major daily TV
News programmes including the NOS
Jeugdjournaal, the Children’s News
Programme of the Dutch public service
broadcaster. In total, the media value
mounted to a breathtaking E 1,7 milion.
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Bron: Architectenweb.nl Datum: 05-11-2010 http://architectenweb.nl/aweb/redactie/redactie_detail.asp?iNID=24667
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Bron: VoetbalCentraal.nl
Datum: 10-11-2010
http://www.voetbalcentraal.nl/nieuws/57545/van-basten-opent-ronald-mcdonald-
centre-in-adam
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Bron: NOS.nl Datum : 07-11-2010 http://nos.nl/video/196703-yann-krijgt-duikles.html
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Ronald McDonald Centre
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Bron: At5.nl Datum: 29-10-2010 http://www.at5.nl/artikelen/51100/prinses-opent-sportcentrum-kinderen-met-handicap
3-12-2010 Pagina 48/76
Bron: Parool.nl
Datum: 07-11-2010
http://www.parool.nl/parool/nl/4036/AMSTERDAM-
NOORD/article/detail/1046705/2010/11/07/Ronald-McDonald-Centre-volledig-
aangepast.dhtml
3-12-2010 Pagina 50/76
Bron: NOS.nl Datum: 07-11-2010 http://nos.nl/video/196728-centrum-voor-gehandicapte-sporters-in-amsterdam.html
3-12-2010 Pagina 51/76
Bron: NOS.nl Datum: 07-11-2010 http://nos.nl/video/196702-marc-van-den-tweel-directeur-ronald-mcdonald-kinderfonds.html
3-12-2010 Pagina 56/76
Bron: NOS.nl
Datum: 08-11-2010
http://nos.nl/audio/196896-ronald-mcdonald-centre-een-paradijs-voor-gehandicapte-
kinderen.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3
A+nosjournaalaudio+(NOS+Journaal+audio
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