Cultural / Context information for the jury

The Philippines remained to be the last country in the world with classrooms shuttered by covid. The widely-criticized distance learning system was a struggle for both teachers and students . It was not only the internet connection that was inadequate, but also the space - the absence of both has greatly degraded the quality of learning. As companies and private citizens raised funds for gadgets and WiFi kits, we knew that McDonald’s could do more, not just as a brand, but even more so as a member of the communities we operate in. We had the space. We had the Wi-Fi connection, and most importantly, we had the scale. It was time to put this scale into good use. Since the lockdown began (and group gatherings were banned), the party rooms at McDonald’s have sat empty and unused. Rooms that used to be filled with customers’ laughter, and used.

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Since the lockdown began (and group gatherings were banned), the party rooms at McDonald’s have sat empty and unused. Rooms that used to be filled with customers’ laughter, and used to welcome an average of 60 guests per party have turned dark and quiet. In time for the opening of the school year, we transformed these empty party rooms into McDonald’s Classrooms : work areas for teachers and students who needed quiet, sanitized spaces for virtual learning. Free Wi-Fi and free snacks welcomed them. Fun virtual backgrounds, character appearances and even celebrity greetings added a much-needed boost to what would’ve otherwise been dreary hours of screen-time. McDonald’s Classrooms in 249 locations all over the Philippines were open for a total of 86,648 hours.