Campaign of the Year: Ronald McDonald House Charities

Once inside, you realize the bumpy bits are actually a hat. Like the ones hospital nurseries put on newborns.
A tiny hat. Like they put on really tiny newborns. Preemies — the most fragile little lives you can imagine.

Oh. Wow.

All of a sudden, the meaning of “fragile” on the outer hits you. And the series of “wow” moments that live in this package begins to reveal itself (at least that was the word, literally, I heard over and over from our judges as they read through it).