Mcdonald’s Hong Kong launches phase four of its C.A.R.E coronavirus response campaign

 Mcdonald’s Hong Kong (McDonald’s) has launched the fourth stage of its “C.A.R.E” corporate social responsibility campaign, an ongoing response to the city’s battle with the worldwide COVID-19 pandemic.

Each letter of the C.A.R.E acronym - Concern, Assurance, Relation, and Elevation - relates to an action taken by the company to demonstrate its concern for the community. Creative agency DDB Group Hong Kong was behind the four-stage campaign.

The first stage, Concern, was aimed at boosting the morale of McDonald’s fast-food chain’s staff members. A Crew Cheering Kit was provided to all of its 15,000 Hong Kong employees. The package contained hygiene wipes, food redemption cards for their families, and a letter by company CEO Randy Lai.

The second stage, Assurance, was meant to increase both actual safety and the appearance of safety to reassure customers. Measures included a range of new protocols and practices; such as in-store posters outlining safety procedures, staff-worn badges that informed customers they wash their hands every hour, and giving customers delivery bag stickers with messages of encouragement.

Stage three, Relation, had a double meaning in that it referred to the idea of family but also to acknowledge the similarity between hygiene practises at home and work. This phase featured a TVC and a number of efforts on social media aimed at disseminating better handwashing practices and demonstrating it as a fun activity for parents and their kids.

In the latest Elevation stage, McDonald’s has attempted to let people know that it is committed to putting in the necessary effort during the COVID-19 crisis and, thanks first responders to the fight against the novel coronavirus strain. It has donated 90,000 thank you cards along with coupons - for free products coming to a total of over HK$9,000,000 - to all Hospital Authority medical professionals and support staff. The brand has also produced video content featuring employees communicating gratitude to health care professionals for their service to the city.

Randy Lai, McDonald’s HK CEO commented on the campaign, “McDonald’s has, since 1975, showed its commitment and gratitude to the community it does business in, through a range of initiatives.  Our brand, and our 15,000 people, will work in hand in hand with authorities and members of the public to together overcome the challenges we are facing. Together we are stronger, and together we will work for the good of Hong Kong.”

McDonald’s most recent and highly publicised step has met with a mixed response. The chain recently announced that from 25 March to 7 April it would be suspending dine-in service at its branches from 6 pm to 4 am. Though the measure drew support from some - as it would help minimise close contact in its stores - there was concern from others about how this would affect the large number of homeless people that use branches as an overnight sanctuary from the elements. Social media has seen a plethora of views posted on either side with some stating that the situation actually draws attention to a larger need for the government to step in and support the homeless at this time rather than private businesses.