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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

McDonald's #HereForRMHC

Entered in Social Good Campaign, TikTok

Objective

#HereForRMHC was designed to engage consumers in McDonald’s purpose, with the following objectives:

Strategy

In late 2020, a hand symbol started appearing in millions of social feeds around the world. It got so much traction, Twitter made it into an icon. Literally. But what’s the value in a symbol, anyway? When it’s tied to a mission that can unite millions of families, the answer is... a whole lot.

Ronald McDonald House Charities® (RMHC®) has helped millions of families with ill or injured children be there for each other. So when donations were down due to the pandemic, McDonald’s reaffirmed its purpose – to feed and foster communities - and created the symbol to help everyone be #HereForRMHC. And to make sure every gesture of support mattered, McDonald’s gave $100 in the name of each person who posted, as part of a $100 million commitment.

RMHC families and supporters – including celebrity parents Chrissy Teigen and John Legend – rallied behind the cause. At a time when we collectively longed to connect, McDonald’s sparked a global movement that captured the spirit of the moment and brought a bit of hope to every heart.

Results

RESULTS HIGHLIGHTS

Media

Produced by

Weber Shandwick, McDonald's Corporation

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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