HACER Scholarships. McDonald's.
Most of Hispanic students face many obstacles to go to college. They have a lack of mentorship and a lack of financial resources. RMHC®/HACER® is one of the largest scholarships for Hispanic students. Each year, McDonald's awards five of those scholarships to students in need. To communicate with them we couldn't just do a TV spot so, instead, we created a YouTube video with real students. We casted them, we heard their stories and we tried to portray them in the video. What you'll see is their real lives, their real obstacles, their houses, schools, etc...
Click on the image to visit the site.
We didn't just make a video. We really wanted to help so, we contacted Cool Speak, a mentorship organization. They helped us build a useful site.
The site has many tools for students and parents. The guys from CoolSpeak helped us curate the content. We also made some videos to talk about the harder subjects.
To redirect people to the site we made social ads, pre-rolls, IG posts, etc...
Awards:
Mosaic:
- Multicultural Advertising Campaign of the year.
Webby:
- Honoree in Corporate Social Responsibility