The Illiteracy rate in the USA hasn't changed for 10 years, and most people don't appreciate how difficult the most basic daily task are when you can not read. McDonald's wanted to raise awareness of this and develop the joy of reading. In November last year, in Chicago, it redesigned all the in-store communication so that the texts were completely unreadable and not understandable, from posters to menus through to the toilets names. The surprising reactions of the clients was then explained with a tagline making the relationship with the new Happy Meal gift: a book for kids to create the joy of reading