The stories of Turma da Mônica, a hit on Happy Meals, are now available in accessible audiobooks for all of Brazil. Through the command “Alexa, tell a story” or through the campaign website in partnership with Mauricio de Sousa Produções (MSP), families can listen to the adventures of the gang, including versions with audio description. According to a statement, the initiative reinforces the commitment to diversity and inclusion, ensuring accessibility also on social media, with alternative texts and in videos, which have audio description, subtitles and a sign language interpreter.
“McLanche Feliz is a platform for family fun and, as a brand, we want to maximize our ability to provide experiences for our customers. Therefore, in addition to our commitment as a company to disseminate the values of diversity and inclusion, and in partnership with MSP, we are now launching another way for families to experience these fun and creative moments alongside the brand and characters they love the most,” says Sérgio Eleutério, Marketing Director for McDonald’s in Brazil.
The new feature is now available on and on Alexa devices. The characters Mônica, Magali, Cebolinha, Cascão and Milena are joined by: Luca, a boy in a wheelchair who loves sports; Dorinha, a blind girl who recognizes her friends by their voice and scent; André, a little boy on the autistic spectrum; and Tati, a girl with Down syndrome who always finds clever solutions to any situation.
According to Mônica Sousa, executive director of the Commercial Department at MSP, the launch of an audiobook is in line with the purpose of the partnership with McDonald’s. “Mauricio de Sousa Produções is committed to accessibility, and therefore, providing quality content to children and adolescents with and without disabilities, making this a more inclusive country for new generations, is a source of great pride. Through reading, we can build a fairer world for everyone,” she adds.
The campaign was created by GALERIA.ag. “We combined the magic of Turma da Mônica stories with the convenience of Alexa technology, creating a world of adventures accessible with just a voice command. This was a playful idea we had to amplify the Happy Meal experience,” concludes Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
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