MULTICULTURAL CAMPAIGN


MCDONALD'S AND VPE PUBLIC RELATIONS MCDONALD'S EDUCATION INITIATIVE EMPOWERS HISPANIC COMMUNITIES MCDONALD'S HAS BEEN A CONTRIBUTOR TO THE CAUSE OF HELPING HISPANIC STUDENTS GRADUATE FROM COLLEGE SINCE 1985, BUT RESEARCH SHOWS THAT HISPANIC COLLEGE GRADUATION RATES STILL LAG FAR BEHIND THAT OF NON-HISPANICS, WITH AN AVERAGE OF ONLY 8% OF ADULT LATINOS HOLDING A COLLEGE DEGREE. IN LIGHT OF THIS NEWS, MCDONALD'S PARTNERED WITH VPE PUBLIC RELATIONS TO RAMP UP ITS EFFORTS TO IMPROVE RESULTS. TWO-PRONGS ARE BETTER THAN ONE THE TEAM DECIDED TO EXPAND ITS ORIGINAL SCHOLARSHIP PROGRAM WITH RONALD MCDONALD HOUSE CHARITIES (RMHC) AND HISPANIC AMERICAN COMMITMENT TO EDUCATIONAL RESOURCES (HACER) TO TARGET STUDENTS AND THEIR PARENTS. "THE GOAL WAS TO PROVIDE INFORMATION ABOUT THE COLLEGE APPLICATION PROCESS, AVAILABLE SCHOLARSHIPS, AND FINANCIAL AID TO BOTH STUDENTS AND THEIR PARENTS," SAYS JULIE GUEVARA OF VPE PR. "WHEN COMING UP WITH A SOLUTION, WE HAD TO KEEP THE GOAL IN MIND AND DO OUR BEST TO EXECUTE THE PROGRAM.

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