Boden helped McDonald’s address the education gap for Hispanic students

Miami-based Boden, a communications agency founded by Honduran immigrant Natalie Boden, worked with longtime client McDonald’s to deliver on its goal to foster diverse communities in 2023. The agency, which was founded in 2008, helped turn the Golden Arches’ HACER national scholarship into an education program by creating a campaign with citizen astronaut and former McDonald’s employee Katya Echazarreta, who is also the first Mexican-born woman to voyage into space. See all of the 2024 Small Agency award winners here Echazarreta joined the annual HACER Education Tour as a guest speaker across Hispanic-dense high schools in Las Vegas, Los Angeles and El Paso, reaching more than 3,000 students. She also gave a series of one-on-one mentorship sessions with select students to discuss their path toward higher education. To expand reach and encourage applications, Echazarreta hosted a virtual mentorship session with students nationwide ahead of the scholarship application deadline—which Boden promoted through social media outreach, primarily targeting Hispanic high school seniors and their parents and teachers. Ultimately, Boden secured 29 media interviews and helped scholarship applications grow 20% year over year, exceeding its goal by 5% and nearly returning to pre-pandemic levels, according to the agency. See all of the 2024 Small Agency award winners here The agency is also focused on creating its own programs to empower the next generation of diverse communication leaders by establishing Atrévete, a thought-leadership series in which CEO Boden interviews and highlights inspiring innovators and leaders in the U.S. Hispanic community. And, in partnership with PepsiCo’s Hispanic Business Unit and digital agency Active Theory, Boden created a metaverse experience to showcase the vibrancy of Latin music and dance, while also helping distribute a limited-edition Pepsi and Pepsi Zero Sugar Latin Can Collection. More than 50,000 people participated in the activation, according to Boden. “Muévelo con Pepsi” led to more than 400 million earned media impressions, with 81% of visitors saying they are much more likely or somewhat more likely to purchase Pepsi, according to the agency.

Boden helped McDonald’s address the education gap for Hispanic students

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