Mcdonalds New Campaign A Real Page Turner

News hit the shelves this week that super-brand McDonalds is launching their first official education-friendly campaign, Happy Readers. A pocket-sized portion of literacy is set to be served alongside the popular children’s Happy Meal, with a view to encourage little ones to read more. Vouchers will also be given to customers to buy another book from retailer WH Smiths for just £1.

The notorious international fast-food chain has teamed up with the National Literacy Trust (NLT) to embark on a two year campaign to give away more than 15 million books by 2015. McDonald’s will work with a variety of publishers over the course of the campaign and first to partner is publisher DK who is set to give away a collection of non-fiction books which are part of their ‘Amazing World’ series. There is also a comical animal themed TV advert to accompany the campaign which will be aired to raise awareness.

The brand often attracts criticism for marketing to children, particularly in a world where obesity is rife, so it is natural that the controversial campaign will attract some negativity. However, the initiative follows shocking statistics revealed by the NLT that one in three children don’t own a book and half of children don’t enjoy reading at all! Jonathan Douglas, director of the NLT said, “Initiatives like McDonald’s Happy Readers campaign play an important role in getting more books into the hands of children, and inspiring families to read together as a fun an interactive pastime”.

So, although the controversial nature of the campaign will often be at the forefront of critics minds, the benefits of the campaign are invaluable! McDonalds...We are lovin’ it!!