Kids love to play. They are eager to learn and, as research shows, they are increasingly concerned about the environment. McDonald’s Europe wanted to launch a Happy Meal program that would help the youngest customers learn about the environment and contribute to its protection.
In partnership with Conservation International (CI), McDonald’s Europe developed a Happy Meal focusing on environmental protection. The program featured eight selected animals designed to build awareness of endangered species and encourage kids to contribute to the protection of the environment. The program included toys, activity kits and a dedicated website (http://www.fragileplanet.eu). As part of the program, McDonald’s Europe made a contribution of €1,000,000 toward CI’s efforts to secure long-term protection of vital habitats in critically important tropical forest areas.
The Endangered Animals Happy Meal proved to be a good opportunity to underline McDonald’s Europe’s own environmental commitment and demonstrate what it means by going “from doing less harm to doing more good” in its efforts. With the program, McDonald’s Europe continued its nearly 20-year partnership with CI, one that is extensively featured on the NGO’s website (www.conservation.org).