The document discusses the partnership between McDonald's and 'Good Fairies' to encourage volunteering and provide love and attention to children, especially those in foster care. It identifies challenges such as lack of free time and inflexible schedules as barriers to volunteering, while emphasizing the importance of community engagement and creating meaningful experiences. The campaign aims to recruit volunteers by leveraging the existing customer base and community events, promoting a message that sharing time and affection is more valuable than toys.

1. =
&
Good Fairies = Happy Fairies

2. Our Challenge
Why McDonald‘s and Good Fairies?
In need of volunteers
association to kids
strong connection with children
providing kids their love & time
love needed more than toys
organizing camps & activities
not only an organisation but also
community
community
time is the “enemy”
Family
Help & serve the kids
Community & Family
Inclusion
Fast service
first and strong emotional child
memories - Happy meal
supporting CSR & Charities

3. Data&Research
Obstacle: Why do not people volunteer?
Need: What do kids truly need? Motivation: Why do people volunteer?
• love and warmth are the foundation
on which all other things can be build
• essential needs: acceptance,
affection, and affirmation
• lack of free time
• volunteer schedules and commitments are
inflexible
• fear of not being the “right fit” for the
volunteering job
• motivated to volunteer by personal
gratification and having a meaningful
experience
• younger volunteers more motivated by future
preparation (skills for life, atd.)
• being part of community
What do we know about volunteers?
- older volunteers more likely to cite generativity as a reason for volunteering(****human interest in promoting the well-being and
development of future generations- generativity a central challenge, middle age, which leads individuals to, through parenthood, learning,
mentoring and other activities focused on social well-being left positive, reference yourself for the future****)
- people ages 35 to 44 (those most likely to have young children at home and be employed) actually volunteer at slightly higher rates.
*Source: Standford Centre on Longevity: Three Reasons Why People Don’t Volunteer, and What Can Be Done About It - Stanford Center on Longevity
**Fred A. III Hartley, 3 Things Kids Need the Most, 2009
***Basic Needs of a Child: The 2 Most Important Children's Needs | Atlas Psychology (atlaspsychologycollective.com)
**** Generativa s smysl života u lidí starší dospělosti (muni.cz)
volunteering more accessible and automatic so the application is as easy
as possible
Solution:

4. Target Audience&Insight
Happy Meal
Customers
over 300 000 per
month
McCrew
5000
All you need is love. But to spread
the love, you also need the time
for that.
“I love people and kids. I have always wanted to help,
but I either do not have the time for that, or do not
know where to go. There are many organizations, but
I need something more flexible, without any big
commitment, something where I can just be and
help..“ – Markéta, 35
Parents
35-44 y. o.
young adults

5. The Big McIdea
Sharing is caring. We saved your time, so you can share a hug.
A toy today…a hug tomorrow?
Key obstacle for volunteering is not having enough time. Our time schedules are too inflexible and it is really hard to find space for
meaningful activities despite people really wanting to help others.
Also the one of the top known product is Happy Meal, including not only the food but the toy as well. But what the kids need more than toys? It is the
love, affection and attention.
There are different expression of love, but what orphans really need are not toys, they need a simple, but precious HUG!

6. Execution
“I am a Good Fairy”

7. Execution
68
kids waiting
for Good Fairies in your
region.
Wanna join us?
Yes, contact me!
QR Scan
= the quickest way to acquire contact details
Expected outcome from 05 – 09/2022 is 5000 contacts, 25% CR = 1250 volunteers

8. Campaign 360º
My First Happy Meal Experience thanks to
Good Fairies
rebranded song: “all you need is HUG”
TVC
Instore
Web & APP
PR & Event
Fairy Mail Box – for contacts on paper
Social Media
Branded Playlands
A part of our always on
communication
Main channel for collecting contacts
Main responsibility for McD Cup
Crew Uniforms
Digital
OOH

9. Strategy
Building a strong and long lasting community, i. e. how to bring as many hands on deck as possible
What we can do now:
What we can do in the long run:
McCrew - up to 5000 potential volunteers, by taking care of younger kids, they meet older ones, become friends and can eventually bring them back
for a summer job. McDonald‘s then offers their first job experience and helps them build skills for life and growing their communities
McDonalds Cup – adding teams from foster homes, that way they meet other children, can „network“ and the whole tournament is used as a
recruitment event for more Fairies
Having your 1st Happy Meal experience is a core memory, thus we want to leverage the
potential of inviting people to share the joy with the kids by taking them for their firsts Happy
Meal
McSundae Sundays – driving regular Fairy visits to the foster home by taking kids for a McSundae
every first Sunday of the month
McDonald‘s huge supplier chain offers more possibilities for communication of the cause and activating suppliers based on
their area of expertise – providing unique experiences for the kids and at the same time having employees spend time with
the kids as Fairies

10. McDonald’s & Good Fairies
Insight : “I love people and kids. I have always wanted to help, but I either do not have the time for that, or do not know where to go. There are
many organisation, but I need something more flexible, without any big commintment, something where I can just be and help.“
Big McIdea Sharing is caring. We saved your time, so you can share a hug. A toy today…a hug tomorrow?
The TARGET AUDIENCE is mainly consisting of Happy Meal customers
Our STRATEGY involves taking both a short-term approach, by leveraging immediately available opportunities such as our strong employee base
(two-way effect) and current community events like McDonald‘s Cup; but also long-term approach as we can create new, special events and add
our suppliers and franchisees to the whole process, thus elevating it to a completely different level.
The CHALLENGE is for McDonald‘s to assist Good Fairies and help them acquire new volunteers who take care of children in foster homes.
Execution