The Hamburglar, the well-known character from McDonald’s, has shifted from his burger-stealing antics to raising awareness for spinal health. The change comes as a result of Scoliosis Philippines’ viral social media campaign, which aims to highlight the importance of scoliosis detection through a popular TikTok initiative.
The movement began with Scoliosis Philippines’ #StripesFitCheck campaign, which encouraged Filipinos to wear striped shirts to help identify potential signs of scoliosis.
The campaign gained momentum as local celebrities like Catriona Gray, Carla Abellana, and Inka Magnaye participated, bringing increased visibility. It garnered 46 million social media impressions.
As the campaign spread, social media users noted a resemblance between the Hamburglar’s outfit and the stripes used in the campaign. McDonald’s Philippines responded by launching a TikTok video featuring the Hamburglar. In the video, he encouraged viewers to use the #StripesFitCheck to spot signs of scoliosis.
@mcdoph Replying to @camzchozas Burger lover na, #StripesFitCheck icon pa! Gawin niyo na rin, fam! 🤳 #ScoliosisAwareness #McDoPH
This simple step created a huge impact with the campaign taking an unexpected detour into new territory, opening a whole new audience to the importance of scoliosis awareness.
This collaboration is set to supercharge the #StripesFitCheck campaign, blending Scoliosis Philippines’ medical know-how with McDonald’s willingness to join the trend for health awareness.
