For my thesis project, my partner and I undertook the challenge of designing a solution for the IF Student Design Award, which addresses the United Nations Sustainable Development Goals (SDGs). After extensive deliberation, we aligned our shared passion for promoting equality, justice, and childhood education. Recognizing the alarming rise in hate crimes in both Europe and the United States—often linked to increased immigration—we focused on addressing SDG targets by fostering cultural awareness in young children, which psychologists state is a key moment for future attitudes. Our goal was to subtly introduce diverse cultures and encourage meaningful familial and communal discussions. In our research, we identified McDonald's as an ideal platform for our solution, given its corporate values, extensive global reach, and strong community presence.
Systemic Multi-Channel Campaign
Our campaign's primary objective is to inspire families—particularly children—to become excited about "Discovering the World." By addressing the root cause of xenophobia, often stemming from a lack of exposure and understanding, we aim to foster cultural curiosity and empathy. Leveraging the natural curiosity of children, this campaign uses a multichannel approach to seamlessly integrate engagement points across digital and physical platforms.
Key components include enticing customers to visit stores through promotional materials, engaging them with the McPassport activity book featuring interactive and educational elements, and incentivizing participation through a reward system. By utilizing McDonald's existing infrastructure, brand reach, and community presence, this multichannel strategy ensures consistent touchpoints that encourage participation, drive store traffic, and spark meaningful conversations about cultural diversity.
Tangible fun and Learning
The McPassport is a dynamic, interactive activity book designed to engage children in learning about cultural diversity in an enjoyable and meaningful way. It combines educational content with playful, hands-on activities, encouraging children to explore key elements of various cultures. A central feature is the collection and trading of randomized stickers, fostering peer interaction and collaboration. This system not only makes the activity engaging but also reinforces social skills and shared learning experiences.
Children who complete their McPassport are rewarded immediately and become eligible for larger prizes, such as travel opportunities or tickets to cultural events. This layered reward system motivates participation for both children and families and creates excitement, ensuring consistent engagement with the campaign while reinforcing the value of cultural exploration and understanding.
Strategy for Piloting and validation
Introducing a new initiative in a well-established business like McDonald’s requires validating its effectiveness to ensure it warrants further investment. Our campaign includes a pilot phase to measure impact through participation rates, family feedback, and shifts in community attitudes.
If successful, this campaign can easily scale into a recurring annual event, much like McDonald’s Monopoly promotion. By creating a tradition centered around cultural exposure, McDonald’s can foster inclusivity and understanding, even in regions with xenophobic tendencies, while reinforcing its community-focused values.
Overview and Benefits
The "Discover the World" campaign and McPassport offer mutual benefits for McDonald's and families by fostering communal engagement, exploration, and incentivization. For society, it provides a subtle yet impactful approach to addressing xenophobia in an increasingly globalized world.
The campaign enhances McDonald's customer journey, adding a playful and meaningful layer to the "enjoy" phase, occurring during and after dining, while improving the underwhelming and underutilized "exiting" and "extending" phases. This creates a more memorable and rewarding experience, encouraging repeat visits and deeper brand connection.
