We are currently seeing the largest generation of youth in human history (United Nations) and 3/4 are ready to act against the climate crisis. Our task is not to get young people to care about climate change, it is to unify their different voices around the world. We all feel the impact of the climate crisis everywhere, but there is no universal language to unite our diverse cultures and actions.

Worldwide, no matter your background, we all get hungry – food is a universal language. Every culture and community understand and value the concept of food and in this case, a burger, so let’s use this unified language to empower everyone into action, to act against the climate crisis.

It is not just climate change, it is everything change, and changing EVERYTHING is daunting. Building a burger for change creates an enduring roadmap of bite-sized actions, everyone can digest.

The McDonald’s Everything Burger provides a unified language for youth across the globe creating a movement at grows over time – all they must do is order it. The Everything Burger will live both in-store and across the McDonald’s app, where globally customers can pledge allegiance, demand action to leaders, and track our progress on changing EVERYTHING.

Reach and awareness solely from in store visits, as well as engagement across owned channels, social and earned media will deliver on action goals, to become a talking point at dinner tables all around the world and ensure we exceed our campaign goal of 10m impressions within one week of launch.

As we make strides in positive climate action, elements of the Everything Burger will begin to appear – evoking unified hope at a global level.