An integrated marketing communication campaign for Ronald McDonalds House Charities Bright Minds Read: A corporate social responsibility program

• Main Author: Abeleda, Mary Michelle S.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Fast food restaurants > Social aspects; Social responsibility of business; McDonald's Corporation|; Ronald MacDonald House Charity > Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4416
• Institution: De La Salle University

Among the leading quick service restaurant/fast food in the Philippines only Jollibee, McDonalds and KFC have concrete corporate social responsibility (CSR) programs. All 3 QSRs have established a foundation that would fully support their CSR programs. However, in 2008 Jollibee saw the importance of integrating in their marketing campaign their CSR programs. Jollibee took advantage of this by launching a branded television show-Jollitown. At that time among al QSR brands only Jollibee had a branded televisions program. The brand aired the show in GMA-7. Jollitown is a values and lessons to kids. It features Jollibee and friends as the main characters. Since the launch of the television show, the brand has experiences a significant increase in transaction count and commitment levels among moms. McDonalds through its Ronald McDonalds House Charities has been active in promoting their Bright Minds Read program trough in-store advertising materials. Currently, McDonalds is supporting Bright Minds Read program through its monthly Happy Meal promo. For every happy meal purchase 0.50 centavos goes to the program. Other than the in-store communication materials the program is being supported by Television. The Happy Meal fund raising drive is also shown as an end tag on all Happy Meal television commercial. Several fund raising projects has been organized to solicit financial support for Bright Minds Read program through various marketing efforts from McDonalds. Last June 2010, the brand launched the Cheeseburger Campaign which aims to raise one million pesos to support Bright Minds Read Program. For every cheeseburger meal one peso goes to the program. This November, McDonalds would again be having McHappy Fun Run. Consumers can join the run paying a running fee of P350 or P1250 for a family of four. McHappy run aims to raise one million for Bright Minds Read program. RMHC in partnership with the Department of Education-NCR aims to develop a reading curricula and tools for public school children. This is the Bright Minds Read program kits, to be distributed in public schools overall Manila, Cebu and Davao. The foundation intends to run the program for 12 years, currently it is now on its 5th year. RMHC in cooperation with the Department of Social Welfare and Development builds day-care centers for low income families to give primary education to children under six years old. Currently, there are 13 Bahay Buliliit in the following areas Makati, Mandaluyong, Quezon City, Manila, Pasay, Iloilo, Batangas, Sta Cruz, Cebu, Bataan, Taytay, San Pablo and Zamobanga. The aim of Bahay Buliit is to build 100 centers nationwide. In all the countries where McDonalds restaurants are present, a pocket change coin bank is placed as a fundraiser, donations to which are forwarded to the Ronald McDonald Houses. Globally, the foundations focused is on house building projects. In the Philippines, RMHC is focused on helping improve the plight of school children by coming up with Bright Minds Read and Bahay Buliit programs respectively.