Earlier this month, Burger King conducted a social experiment in which drive-thru customers pulled up to see that the normal menu was replaced with one featuring garbled text. It was later revealed that the fast-food chain did the experiment as a way to raise awareness for World Literacy Month, which is September.
The company created a video with the footage from this social experiment as part of its newest campaign, and will be hosting a social campaign with Facebook and Instagram posts written in foreign languages that can be translated “to reveal the messaging in English about the power of literacy and education,” a release detailed.
According to the World Literacy Foundation, one in five people — that’s 20 percent of the global population — cannot read or write.
World Literacy Month is particularly important for Burger Kind to promote because its own McLamore Foundation, established by the company’s co-founder James McLamore, is a public nonprofit that focuses on “scholarships, literacy, and creating sustainable learning environments.”