HBCU SCHOLARSHIPS

In 2020, McDonalds gave over $500k in scholarships to HBCU students. In 2021, the brand was poised to do it again but with tight budget constraints. To get as many applicants as possible, we turned to social media with an illustrated series to grab attention in a relevant and colorful series of posts. The series not only garnered attention, it also surpassed the projected number of applicants.