| Title | FLASHCARDS |
| Brand | McDONALD'S PHILIPPINES |
| Product / Service | BRIGHT MINDS READ PROGRAM |
| Category | A09. Environmental Design |
| Entrant | LEO BURNETT MANILA, THE PHILIPPINES |
| Entrant Company: | LEO BURNETT MANILA, THE PHILIPPINES |
| Design/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 Directors |
| Carl Urgino | Leo Burnett Manila | Creative Directors/Art Director |
| Sue Ann Nolido | Leo Burnett Manila | Account Director |
| Maik Alturas | Leo Burnett Manila | Account Manager |
| Tria Sordan | Leo Burnett Manila | Account Supervisor |
| Gello Jamias/Marissa Abayari | Leo Burnett Manila | Print Producer |
| Robert Perez | Leo Burnett Manila | Final Artist |
| Ben Chan | Photographer |
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.
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. We wanted to remind people what they were running for that day. We put giant flashcards (the most common of teaching aids) along the route of the marathon to promote literacy every step of the way.
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.