This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
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.
Agency: Alma DDB