In 2014, the Company continued to support and empower local communities by partnering with certain non-profits, providing grants and sponsorships, offering pro bono support, facilitating employee volunteerism and supporting executives serving on nonprofit boards.
Community Impacts 2013-20151
In addition to being focused on community outreach, the Company positively affects local communities through the Company’s business operations. Along with Franchisees and suppliers, the Company generates significant economic impacts, such as creating jobs and making capital investments that can contribute to stronger communities around the world.
It Starts with Education & Life Skills
In addition to offering educational and developmental opportunities in the restaurant, the Company and its independent Franchisees help promote education in the broader community.
Inspiring Student Success in the U.S.
The Company prioritizes diversity and inclusion in delivering on our commitment to support youth success in college educations. One example is the multi-year partnership with the United States Hispanic Leadership Institute (USHLI) and CoolSpeak to present the 2014 USHLI Student Leadership Summit. The 10-city summit reached approximately 20,000 students and faculty across the country.
At the summit, students were encouraged to continue their education and apply for the Ronald McDonald House Charities/Hispanic American Commitment to Educational Resources (RMHC/HACER) Scholarship. Supported by Hispanic Franchisees in the U.S., the program annually awards four scholarships of $100,000 each to help Hispanic students continue their educations.
The RMHC/HACER scholarship is part of a larger commitment to supporting education. In the U.S., four RMHC scholarship programs, funded by Franchisees, McDonald’s customers and donations from the community, help students further their education. In 2014, a total of $4 million was disbursed to nearly 1,900 students. These scholarships celebrate the diversity of students and make it possible for selected students to attend college and pursue their dreams. Local educators, community leaders, and representatives of the Company and Franchisee organizations review applications with a special focus on candidates’ academic achievement and community involvement. Support of this scholarship program exemplifies the Company’s role as a convener, helping to unite different organizations for the benefit of students and their communities.
The Future of Vibrant Communities Begins with Education
Since 1999, the Company has partnered with Junior Achievement, the world’s largest organization dedicated to giving young people the knowledge and skills they need to plan for their future. During the 2013-2014 school year, the Company’s volunteers taught more than 3,400 students in 139 classrooms, and financial donations helped buy learning materials for 100 classes. To date, Company volunteers have contributed 5,700 volunteer hours to teach more than 24,000 students.
Building Life Skills for Stronger Communities
A variety of unique employment initiatives in McDonald’s restaurants and offices support economic opportunity in the community, and the Company has also begun offering life skills training programs, work-ready skills development and “learn and earn” programs in select markets.For example, a program by McDonald’s Australia recruits young adults who face employment adversity through a four-stage, six-month program that provides them with 30 hours of part-time work per week, along with various support services. The Salvation Army Employment Plus places these young adults in local McDonald’s restaurants, and Salvos Youth Foundation coaches provide employment mentoring and support. The program is being further rolled out across McDonald’s restaurants in New South Wales, Queensland, the Australian Capital Territory and other areas of Australia.
Strong Candidates for Strong Communities in the U.K.
McDonald’s U.K. is striving to raise public awareness about the importance and economic value of “soft skills,” such as communication and interpersonal skills, teamwork, and time- and self management. Mastering these skills can lead to employment opportunities, career progression and employee confidence and satisfaction. Through the campaign, McDonald’s U.K. and a coalition of supporters will invite businesses, policy experts, campaign groups, trade associations and academics to help create and share new ways to recognize and improve soft skills in the workplace and at school.
Making Physical Activity Fun
McDonald’s has a legacy of promoting physical activity for kids at the local, national and global levels by supporting access to different types of play and sports through partnerships with various sporting associations. The Company’s long-time sponsorship of premier global sporting events like the Olympic Games and FIFA World Cup — and associated fun activities for children and youth — are just part of the picture. McDonald’s markets around the world support their local communities through grassroots programs, ranging from hockey clubs in Russia, to youth baseball teams in the U.S., to youth football (soccer) programs in the U.K.
Getting Kids Active - The McDonald’s Sports Tournament in France
In 2014, McDonald’s France hosted a free sport tour in 125 towns and cities for children ages 5 to 12. Held in partnership with the French National Olympic and Sport Committee, the event allows children to discover and try Olympic sports, such as cycling, running, handball and judo. Several thousand children have taken part in various McDonald’s sport tournaments in France since 2006.
Fitness on Two Wheels - BikeMania in Hungary
The 2014 annual McDonald’s Hungary BikeMania initiative for local communities included a bike tour around Lake Balaton, bike fun parks, traffic safety parks, as well as skill tests and races for teenagers and young adults. The event also showcased educational videos and provided an interactive booklet for kids to encourage them to test their skills and learn about safe biking. Watch the videos at http://bringamania.hu/kategoria/2-videok.
Play is More Fun together - Champions of Play Initiative in Indonesia
In Indonesia, parents joined forces with their children to compete with other parent-child teams in the exciting Family Playlimpics. With games, competitions, family activities, entertainment and prizes, the event drew more than 1,000 families. The 2014 Playlimpics leveraged McDonald’s existing Champions of Play program as a fun way to get parents even more involved in promoting physical activity.