The Biden administration has enlisted McDonald’s for its multi-million dollar vaccine awareness campaign, “We Can Do This.”
McCafé mugs and McDelivery seal stickers will help increase vaccine awareness this summer; Ads for the “We Can Do This” campaign will also launch on the McDonald’s Times Square billboard later this month, with the predominant amount of inventory being deployed for vaccine messaging.
The Biden government launched its campaign through the US Department of Health and Human Services in April 2021. The campaign is expected to run on TV, radio, print ads and social media. And now, the campaign will also be supported by the fast food giant through its vast network of 14,146 stores. US $ 10 million was spent on TV commercials in April. The campaign is part of a $ 250 million contract signed with advertising consultant Fors Marsh, initially approved by the Trump administration last year. Fors March then outsourced some of the work to WPP, VMLY & R and Wavemaker agencies.
Omnicom’s DDB will handle the “We Can Do This” advertisement on the McDonald’s Times Square billboard. As part of the campaign, McDonald’s McCafé mugs and McDelivery wrappers will direct people to vaccines.gov, the government-sponsored site that includes a tool to help locate vaccination centers as well as educational material on why which it is important to get vaccinated. The Biden administration launches the “We Can Do This” campaign as vaccination rates plummet across the country after peaking in April. The United States now administers about 2 million shots per day, up from 3.4 million shots per day in April.
Highlighting McDonald’s involvement, Health and Human Services Secretary Xavier Becerra said: “Thanks to McDonald’s, people will now be able to get reliable information about vaccines when they have a cup of coffee or order a cup of coffee. meal. To end this pandemic, we must all work together to do our part, including encouraging our friends and family to get vaccinated.
Genna Gent, Vice President of McDonald’s USA added: “This is a team effort – we all need it. We are proud to enter into this partnership to provide reliable and independently verified information on COVID-19 vaccines to our customers in the nearly 14,000 communities we serve. “
What makes McDonald’s such a great partner for President Joe Biden? Look at some of the global statistics – there are 39,138 restaurants in the world and 14,248 in the United States… about 35%. Adjust the figures for the United States only accordingly.
1. McDonald’s daily customer traffic (62 million) is greater than the population of Great Britain.
2. McDonald’s sells over 75 burgers every second.
3. McDonald’s feeds 68 million people a day, or about 1 percent of the world’s population.
4. McDonald’s $ 27 billion in revenue makes it the 90th largest economy in the world.
5. The $ 8.7 billion in revenue from franchise stores alone makes McDonald’s richer than Mongolia.
6. McDonald’s hires approximately 1 million workers in the United States each year. This Fast Food Nation estimate assumes a domestic workforce of 700,000 people with a turnover rate of 150%.
7. McDonald’s has 761,000 employees worldwide, more than the Luxembourg population.
This Biden-McDonald’s partnership builds on McDonald’s continued efforts to keep customers and restaurant staff safe throughout this pandemic. McDonald’s says it remains committed to being as safe as possible for crew and customers and has improved more than 50 restaurant safety processes in the past year. Additionally, McDonald’s announced in January that managers and team members of American restaurants and employees of American businesses would be given up to four hours of paid time to receive the vaccine. Earlier this month, McDonald’s hosted an immunization clinic at its Chicago headquarters for local teams, franchisees, corporate employees and entrepreneurs.
Meanwhile, 10 million free Uber rides to immunization appointments will help Americans reach immunization centers across the United States. R / GA’s campaign stars iconic director Spike Lee who teams up with photographer Tyle Mitchell. Entitled “Vaccinate the Block,” the campaign calls on the public to help Uber’s efforts to get people across America to their vaccine appointments. According to Uber, 45% of Americans do not have access to public transportation. Therefore, Uber is partnering with PayPal and Walgreens to create the Vaccine Access Fund to help Americans get to their vaccine appointments. In total, Uber has pledged to provide 10 million free rides to vaccination centers to help reduce the ongoing disastrous effects of the COVID-19 pandemic.
Uber in India has also extended its support to the Department of Health and Family Welfare, state governments and local NGOs with free rides to help with the second phase of the vaccination campaign. Free rides can be used to and from the nearest authorized vaccination center in 35 cities by citizens over 45 with co-morbidities. On each trip claimed under the “ promotional vaccination code ” on the app, Uber will grant a reduction of Rs. 150 on all its products. It is therefore not really “free” but at a reduced price. 35 cities were selected based on where Uber has a large existing network. Uber also said it will also spread awareness through its app and social media channels. But the generosity displayed by the carpooling firm in the United States seems very diluted in India, by comparison.
The government. from India could well do rope in businesses that have a large rural reach… HUL, Amul, ITC, Parle… to help carry vaccination messages on their packaging. It is support with almost zero incremental cost. And reaches the poorest of the poor with the products they take home. In India, a Zomato or a Swiggy is too subway-centric and therefore cannot replicate at hand what McDonald’s offers in the United States. In all fairness, the government has tried pre-message recording on mobile phones, but its overuse has now made the message a blind (no, deaf) place!
The author is Managing Director of Rediffusion and writes on hot topics in advertising and marketing.