reach for MORE THAN FRIES,
REACH FOR the stars 🚀
MCDONALD'SÂ
The goal was to increase applications for the McDonald's HACER scholarship by 5% each year, over the next three years. We also recognized that Hispanic students needed resources and support beyond financial assistance. So we made the decision to evolve McDonald’s (HACER®) from a scholarship into a program and updated its mission and strategy to: prepare, enable, and inspire students to pursue higher education and turn their dreams into a reality.Â
We partnered with the first Latina astronaut and former McDonald's crew member, Katya Echazarreta, to inspire Hispanic students to reach for more than fries, to reach for the stars.Â
REACH FOR the stars 🚀
MCDONALD'SÂ
The goal was to increase applications for the McDonald's HACER scholarship by 5% each year, over the next three years. We also recognized that Hispanic students needed resources and support beyond financial assistance. So we made the decision to evolve McDonald’s (HACER®) from a scholarship into a program and updated its mission and strategy to: prepare, enable, and inspire students to pursue higher education and turn their dreams into a reality.Â
We partnered with the first Latina astronaut and former McDonald's crew member, Katya Echazarreta, to inspire Hispanic students to reach for more than fries, to reach for the stars.Â
The 2022-2023 McDonald's HACER® campaign featured Katya in TV spots, radio ads, social media, and a mentorship program, offering scholarships up to $100,000. Katya also spoke to more than 3,000 students nationwide, held one-on-one mentorship sessions, and hosted virtual sessions.Â
We achieved a 20% increase in submitted scholarship applications and earned media impressions increased by 6291% versus prior year.
Another huge team and multiple agencies worked on this. Love you too!
AWARDS 🏆We achieved a 20% increase in submitted scholarship applications and earned media impressions increased by 6291% versus prior year.
Another huge team and multiple agencies worked on this. Love you too!
Effies USA 2024 Bronze (Positive Change: Diversity, Equity & Inclusion)
Effies USA 2024 Finalist (Multicultural)
