Multicultural Advertising Campaign Mosaic Award Winner
Alma | McDonald's | "RMCH/HACER Scholarship Program"
Alma Website | McDonald's Website
Hispanics are behind the curve on degree completion in four-year colleges and a big part of that is fear of taking on the financial burden. Since 1985 McDonald’s helped more than 15,000 students, awarding scholarships of more than $400,000 annually in partnership with RMHC/HACER. This year, McDonald’s upped the ante and added one more $100,000 scholarship.
This application season we needed to show the Hispanic community that attending college was within their grasp, and that McDonald’s could help them achieve their dream of “making it.” Our goal was to increase awareness of the scholarships and drive applicant traffic to the website.
We did it by empowering students to own their path to college. Our integrated campaign was centered on real students and their real-life obstacles. We added live audio from the Coolspeak youth engagement program that McDonald’s brings to high schools. We also transformed the RMHC/HACER website into an informational hub that provides valuable resources and refreshes in phases to mirror the college preparedness process of senior year.
Although the campaign is just getting started, we’re lovin’ the reaction so far. The first Facebook video received 720K views and 2500 shares. Among the comments, people tag and encourage students to apply and others thank McDonald’s for their support. By the end of this school year we'll know the names of 5 more children who will be able to attend the college of their choice, and the many more that will benefit from the new tools. Buena suerte, class of 2017!
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