Reading Is Fundamental x McDonald's
Reading Is Fundamental + McDonald's
A strategic brand partnership that addressed the literacy gap for two-thirds of children living in poverty who have no books at home.
The Challenge
What we were up against
Create and sell a strategic brand partnership to drive impact for two-thirds of children living in poverty who have no books at home.
Our Approach
How we made it happen
Introduce and facilitate strategic collaboration between RIF and McDonald's to address the literacy gap by integrating RIF's expertise, content, and distribution network with the McDonald's Happy Meal Book Initiative.
The Results
Impact by the numbers
Books distributed in Happy Meals nationwide
Additional books donated through RIF
Media coverage
McDonald's CSR brand image
Campaign Highlights
20M+ books distributed in Happy Meals across the country
100,000 additional books donated directly through RIF's network
National media coverage amplified the campaign's reach
Enhanced McDonald's corporate social responsibility brand image
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