OBSTACLES :: MCDONALD'S

Since 1985,  the RMHC/HACER scholarship has helped more than 17,000 Hispanic students with financial obstacles. When thinking about this year's advertising campaign, we realized that this is not the only obstacle they have to face. This year, we wanted to go further and empower students to make them believe they can succeed. This is how we turned a scholarship program that finances the education of a few into an inspiring platform for thousands. 

First, we cast real students and filmed at their schools and homes, and made an online video based on true stories. 

We also created social content to take students to a website where they can apply for a scholarship as well as find all the tips and tools about college. The content is curated by CoolSpeak, an organization that works with students to help them succeed and make the right choices.

Awards: 

Effie’s: Silver in Corporate Reputation, Bronze in Multicultural & Lifestyle Segments, Shortlist in Engaged Community.

Mosaic: Multicultural Advertising Campaign of the year

Webby: Honoree in Corporate Social Responsibility