Modern Marketing McDonald's Leo Burnett

McDonald’s tells story of a homeless boy who studied by the light of its store

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By Charlotte McEleny | Asia Editor

December 15, 2016 | 3 min read

The fate of a homeless nine-year-old boy in the Philippines was changed forever when a medical student posted a picture of him using the light of a McDonald’s store to study for school one night.

McDonald's Philippines

McDonald's tells story of a homeless boy's turn of fate

The post went viral and many people donated to the boy, including McDonald’s offering an allowance for the boy until he reaches high school.

McDonald’s and its agency Leo Burnett Manila have now released a video of the story, one year on, reuniting the boy with the girl who changed his fate with one post.

According to the agency, the Philippines has a long festive season as it’s a Catholic country, so the campaign was used as a way to highlight a message of compassion during the Christmas period.

The campaign, launched on 13 December, has already reached over 1.8m views on Facebook and 1.2m views on YouTube.

Modern Marketing McDonald's Leo Burnett

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