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BRIGHT MINDS READ PROGRAM

LEO BURNETT MANILA, Makati City / MCDONALD'S / 2012

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Overview

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Credits

Overview

Description

To get people donate to Bright Minds Read, a literacy programme by Ronald McDonald House Charities.

Execution

On National Reading Day, McDonald's conducted the McHappy Day Fun Run to benefit their Bright Minds Read programme. We put giant flashcards along the route to promote literacy every step of the way.

Outcome

The giant flashcards helped urge many runners and their families to make donations at the event booths. Even after the Fun Run, more donations are still coming in, increasing the funds for Bright Minds Read by an astounding 498% over the previous year.

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