Dubai Lynx

Khair Allah

FP7/CAI, Cairo / MCDONALD'S / 2018

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Overview

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Credits

OVERVIEW

Background

McDonald's launched its CSR initiative nine years ago that aimed at bettering the educational situation in Egypt’s unplanned communities, starting with Khairallah Village.

This initiative would be funded through direct donations from McDonald’s in addition to donations by its customers in-store through the donation boxes that were placed on the counters in all McDonald’s stores.

Despite the many campaigns done over the years to promote McDonald’s progress in Khairallah Village, awareness was still very low. And more importantly, the donation boxes in the stores either went unnoticed or were mistaken for tip-boxes for the crew at the store; accordingly, they were not serving the objective of collecting more money to support this initiative.

The objective of this campaign was to get people to notice the donation boxes in the stores and start donating.

Execution

The idea was to get one of the children from Khairallah Village to write the message on the donation box itself. We asked the child to write “Donation Box for developing education at Khairallah Village”. What we got from the child was a statement with multiple spelling mistakes. A great attempt from a great kid who tried to phonetically spell out the words as best as he possibly could. McDonald’s took this statement as is, and placed it on all its donation boxes across the country.

For 48 hours, McDonald’s was under attack for claiming to better education, when they themselves couldn’t spell. Once enough people were talking about the misspell, we launched a video revealing that the message on the box was written by a child who wasn’t getting the education he deserves. We coupled the video with a hashtag that said “If it bothers you, change it”.

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