The pandemic might have put our dreams on hold but our ambitions only grew stronger. In fact, some of us have somehow managed to keep doing what we love most, despite all the challenges posed by the COVID-19 crisis. With a little help from McDonald’s Philippines, teachers across the country were surprised to find out that the doors of a safe place were wide open for them, inviting them to continue connecting with their students even when social distancing was — and still is — recommended.

We are going to take this week’s #ThrowBrandThursday as an opportunity to kindly ask you to discover the brand’s McClassroom, a campaign implemented with the help of Leo Burnett Manila that not only strengthened the fast-food chain’s relationship with its customers but also brought some light during these turbulent times.

When the health crisis hit, many businesses had to close their doors. McDonald’s had the same fate; with most of its dining rooms closed, the brand remained accessible to its customers via delivery and drive-thru services. Its restaurants, once perfect for kids’ (birthday) parties, where joy and laughter were on the daily menu, were suddenly empty.

Meanwhile, teachers across the country were struggling to keep up with the new restrictions and provide education for kids from distance. With weak or no internet signal in their areas, educators’ mission to do their jobs became a real challenge.

In an effort to support teachers keep sharing their knowledge with students and because they had no adequate conditions to work properly, McDonald’s decided to turn its party rooms — otherwise empty and unused — into spaces that professors could use to reach the scholars. Over 220 such spaces were given an academic meaning, being transformed into McClassrooms: Sanitized and quiet work areas that allowed teachers to conduct virtual classes.

“It is during the most challenging times that we [McDonald’s] have the responsibility and opportunity to do more for the community,” explained McDonald’s Philippines President and CEO, Kenneth Yang. “The McClassroom initiative was our way of serving and honoring the work of teachers. We remain committed to helping teachers with initiatives like this as we navigate through the next normal together.”

The brand opened its McClassrooms all over the country just in time for the opening of the 2020 school year. Coinciding with National Teacher’s Month, the campaign was a beautiful way to celebrate educators and thank them for their efforts to help children learn new things, even when the world was going through difficult times. More than 450 professors hold their online lessons in one of the rooms, with the crew warmly welcoming them with free McCafes, free WiFi, and friendly smiles.

Credits:

Client: McDonald’s Philippines

Agency: Leo Burnett Manila