Multicultural - Services
Any effort for a service whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
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PROGRAM
2019 BRONZE
Hacer
While revitalizing its HACER scholarship program, McDonald’s discovered a deep-seeded cultural barrier keeping Hispanic GenZers from applying to scholarships: the need for support beyond money. It’s not that Hispanic students don’t need it but, being the first in their family to apply for college, they also need guidance on the complex process. McDonald’s re-imagined HACER into a resource center guiding applicants on their journey. After the change, HACER achieved application levels never seen in the program’s 30-year history, and a bump in McDonald’s reputation as a supporter of Hispanic education.
Brand:
McDonald's
Client:
McDonald's
Agency:
Alma DDB
Language:
English
FINALISTS
McDonald's
HACER
CVS Health
Redefining the Concept of Saving
PNC Bank
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