HACER National Scholarship

Client:

McDonald's

Year:

2023

The McDonald's HACER® National Scholarship Program offers scholarships to up to 30 outstanding Hispanic students from all over the country.

This campaign required development of unique social media assets and respective copy to promote the scholarship program throughout its announcement, application, and deadline stages. The copy and content were aimed at prospective scholarship applicants (young Gen Z students) and their parents, requiring a nuanced voice and tone to resonate with both audiences while still feeling authentic and relatable.