Concept: To a child who can't read, the world can be a very confusing place. We decided that there is no better way for customers to understand that, than to experience it first hand, for a day.
Activation/Tactics: In November 2013, McDonald’s spread the joy of reading by giving away over 20 million children’s books in Happy Meals. To further demonstrate McDonald’s support for children’s literacy, a McDonald’s restaurant in Chicago was transformed into The Literacy Store. We replaced all of the regular words in the restaurant environment with nonsensical, unreadable language, altering the digital menu board, posters, tray liners, and restroom signs. Even ketchup packets and employee nametags were made illegible.
1 in 4 children in America grow up without learning how to read. By putting books in the hands of more children, McDonald’s hopes to use its scale to make a positive difference