Despite the fact that McDonald’s offers one of the best training programs in the industry, and unemployment rates among Swedish youth are near record high, there ?is a general perception that working at McDonald’s is an unskilled job. A last resort for young people who can’t find other employment.

But McDonald’s relies on Swedish youth to deliver every aspect of their brand every day, taking care of everything from production to quality, sales, schedules, guest services and finances.

The goal with this campaign was to influence Swedish politicians regarding the alarming situation of youth unemployment and to make it into the biggest question in the looming Swedish election. The goal was also to inform the Swedish public about what a McJob is really all about.

When Sweden’s Prime Minister Fredrik Reinfeldt literally quoted one of the ads in his keynote speech in Almedalen and when we saw the results of the campaign tests, we knew we had exceeded our goals.

The campaign went on national television and in cinemas all round Sweden. It was a national outdoor campaign and had print ads in Sweden’s biggest newspapers. The campaign was also shown in restaurants on lobby screens, cash registers etc.

A lot of work was put on PR and one of the outcomes was when Sweden’s Prime Minister Fredrik Reinfeldt literally quoted one of the ads in his keynote speech in Almedalen. There he referred to McDonald's as a company taking responsibility for Sweden's youth.

• Better impression of the brand - from 17% to 45%

• Liking - from 17% to 40%

• A social responsible company - from 21% to 54%

• Intention to visit McDonald’s – from 16% to 24%

And of course, when Sweden’s Prime Minister Fredrik Reinfeldt literally quoted one of the ads in his keynote speech in Almedalen.