| Title | FLASHCARDS |
| Brand | McDONALD'S PHILIPPINES |
| Product / Service | BRIGHT MINDS READ PROGRAM |
| Category | A03. Best Use of Live Events and/or Celebrity Endorsement |
| Entrant | LEO BURNETT MANILA, THE PHILIPPINES |
| Entrant Company: | LEO BURNETT MANILA, THE PHILIPPINES |
| PR/Advertising Agency: | LEO BURNETT MANILA, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Raoul Panes | Leo Burnett Manila | Chief Creative Officer/Copywriter |
| Alvin Tecson | Leo Burnett Manila | Creative Director/Copywriter |
| Carl Urgino | Leo Burnett Manila | Creative Director/Art Director |
| Sue Ann Nolido | Leo Burnett Manila | Account Director |
| Maik Alturas | Leo Burnett Manila | Account Manager |
| Tria Sordan | Leo Burnett Manila | Senior Account Executive |
| Gello Jamias/Marissa Abayari | Leo Burnett Manila | Print Producer |
| Robert Perez | Leo Burnett Manila | Final Artist |
| Ben Chan | Leo Burnett Manila | Photographer |
Over the years, McDonald's Philippines has been helping the Ronald McDonald House Charities’ (RMHC) Bright Minds Read program, which aims to help school children improve their reading skills. The McHappy Day Fun Run is one of the activities of McDonald’s that bring people together to support the cause of the BMR program. On the day of the run, we placed giant flashcards along the route of the marathon to remind the participants what the run is for. Public engagement was achieved by the giant flashcards as participants stopped to have their pictures taken but at the same time was reminded of the cause of the run. The giant flashcards were a great representation of the BMR program’s objective of helping kids learn how to read.
More than raising awareness, much-needed funds had to be generated to keep the program going. Books and other teaching materials don't come cheap. Keeping the program alive depends greatly on people's support and donations.
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 funds for Bright Minds Read by an astounding 498% over the previous year.
All we did was remind people what they were running for that day. We put giant flashcards along the route of the marathon to promote literacy every step of the way.
McDonald's needed to raise awareness for Bright Minds Read - their literacy program aimed at helping school children in far-flung barrios improve their reading skills.
What better time to raise awareness and funds for a literacy program than on National Reading Day? On this relevant day, McDonald's conducted their McHappy Day Fun Run to benefit their Bright Minds Read program.