BRIEF

McDonald’s always strives to be synonymous with happy experiences and childhood. How can we create social impact whilst maintaining this position?

BACKGROUND

86% of all children in the world live in countries where corporal punishment is legal. Recent studies shows that corporal punishment increases children’s behavioral problems over time and has no positive outcomes at all.

INSIGHT

The US is the most influential country in the West and still the only country in the world that signed but never ratified the UN Convention on the Rights of the Child.

solution

McDonald’s establishes a total ban on corporal punishment of children in all of their restaurants. With the campaign “lovin’ parents”, every sold Happy Meal will be displayed on digital screens all over America as a manifestation of just that, loving parents.

“Can a change in law begin at a
fast-food counter?”

“McDonald's no debería decirle a nadie qué está bien o qué está mal”

”Att Donken förbjuder barnaga är både fantastiskt och fruktansvärt”

CREDITS
Marcus Harder Olsson (AD)
Jonathan Alonso Jonsson (CW)