Title	SERVE YOUR COUNTRY
Brand	MCDONALD'S
Product/Service	BRAND CAMPAIGN
Category	B04. Business Citizenship / Corporate Responsibility
Entrant	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation 2	NORD DDB Stockholm, SWEDEN
Media Placement	OMD Stockholm, SWEDEN
PR	PRIME WEBER SHANDWICK Stockholm, SWEDEN
PR 2	NORD DDB Stockholm, SWEDEN
Production	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production 2	BACON FILM Stockholm, SWEDEN
Production 3	BLECK Stockholm, SWEDEN
Production 4	NORD DDB Stockholm, SWEDEN

Name	Company	Position
Mattias Oljelund	Prime	Key Account Manager
Maria Ramsay	Prime	Account Director
Sara Davidson	Prime	Account Manager
Adam Nelvin	Prime	Planner and writer of the report
Jasmin Alipour	Prime/United Minds	Analyst
Petter Dixelius	DDB Nord	Copywriter
Erik Årnell	DDB Nord	Planner
Johan Ljungman	DDB Nord	Business Director
Joel Ekstrand	DDB Nord	Art Director
Hogir Aslan	DDB Nord	Digital Producer
Beata Mollberg Fagring	DDB Nord	Account Manager
Jeanette Ytterman	DDB Nord	Account Director
Mattias Nordenhamn	DDB Nord	Digital Designer
Daniel Johansson	DDB Nord	Web Master
Johan Lindqvist	DDB Nord	Developer
Pärmartin Jonsson	DDB Nord	Design
Stella Breiman	DDB Nord	Art Buyer
Robin Löthberg	DDB Nord	Social Media Manager
Daniel Liljas	DDB Nord	Design
Johan Svensson	DDB Nord	Agency Producer
Selma Felic	McDonald´s Sweden	Marketing Manager
Jeff Jackett	McDonald´s Sweden	Marketing and Digital Director
Susanne Rydjer	McDonald´s Sweden	Communications Manager
Raymond Mankowitz	McDonald´s Sweden	Senior Director Communications & Public Affairs

The Campaign

Idea Integration and youth unemployment are the social challenges that worries Swedes the most. In a country that hasn’t been to war for centuries, the Swedish Armed Forces has played an important role in uniting people from all walks of life to overcome differences and challenges. By copying their internal survey and giving it to our employees, we proved that serving burgers and serving your country build the same skill set.

Execution

The campaign encompassed pr, public affairs, tv, digital, SoMe, print, outdoor, always on and influencer marketing. All parts led to gordonken.se. The report included "the McDonald's Model", the company's way of getting a diversified workplace to work in practice. To increase internal pride, all the participants in the campaign were true McDonald's employees. Phase 1 May 22 - June 22 National press release with launch of the report Local press with employers participating in the ad campaign Opinion pieces signed by McDonald’s franchisees. A round table in Parliament and 200 DM invitations to politicians TVC, cinema, DOOH, online: Ad campaign Phase 2 June 22th - ongoing DM, social media: Call back letters to refresher exercises to former employees Online films: • Skills you get from working at McDonald’s • Documentaries portraying employers Local press with the employers participating in the documentaries Refresher exercises at 20 McDonald’s restaurants with former employees

The “Serve Your Country” campaign helped raise awareness of the growing polarisation on the Swedish labour market by making information, otherwise mostly available as statistics, accessible and relatable to a wider target audience. The initiative highlighted how having a job is crucial in order to be a part of the society and how McDonald’s is a part of the solution by providing jobs and on-the-job training. The initiative also helped establish McDonald’s position as Sweden’s largest youth employer and showed how McDonald’s work with recruitment, feedback and leadership in order to turn challenges with diversity and language barriers into a success (the “McDonald’s Model”). A key objective for the campaign was to inspire more companies to embrace our way of leading and educating young people for a more integrated workplace. In the debate that followed the campaign, it was clear that McDonald’s is best in class. Earned Reach: +4,5 million Brand A good employer: +29% (93% above target) An ethical and responsible company: +33% (120% above target) Brand preference: +27% (170% above target) Source: HOT from May to July 2017 (McDonald’s tracking) Recruitment Applicants +40% (100% above target) Applicants under 18 +320% (no target specified) 22 May – 31 July 2017 compared to the same period 2016 SoMe Reach: 10,8 million (Sweden has 10 million inhabitants) Likes, comments and shares: 17 000+ Clicks: 136 000+ Video views: 2,8 million

The Situation

According to a recent national survey, the social challenges Swedes are most worried about are segregation and youth unemployment. Historically, the Swedish Armed Forces has played an important role in uniting people from all walks of life to overcome differences and challenges. By copying their internal survey and giving it to our employees, we proved that serving burgers and serving your country build the same skill set: Self discipline, responsibility and ability to corporate. ’Serve Your Country’ is a PR driven initiative that was matched to launch when Sweden reintroduced mandatory military service earlier this year.

The Strategy

By copying the Swedish Armed Forces’ internal survey to McDonald’s employees, we showed that serving burgers and serving your country develop many of the same skills. We also showed that the employees see the diversity of their workplace as a major strength. The result was published in the report “We’re pretty diverse already”.More than 430000 guests visiting McDonald’s daily, the campaign targeted the whole Swedish population. We also briefed stakeholders and politicians, to inspire more organisations and companies to follow. REASON TO SPEAK – launch of the report at www.gordonken.se, timed with when the Swedish Armed Forces sent out their first draft cards. EARN TRUST – start a debate trough national and local opinion pieces, signed by McDonald’s franchisees. BUILD CREDIBILITY – local and national PR on how McDonald’s is providing jobs and on the job training. INFLUENCE – create a dialogue with politicians. Call back letters to former employees.