McDonald’s faced increased scrutiny of its employment practices, just as it needed to recruit an additional 5,000 staff. We set out to educate doubters and prove McDonald’s jobs are good jobs, regardless of age. In 2016 McDonald’s became an employer of people born across nine decades. We capitalised on this by challenging independent statisticians to quantify the benefits of multigenerational working. A high-profile launch was followed by targeted activations engaging core talent pools – young adults, parents and older workers – from YouTube partnerships to leveraging Older People’s Day. The campaign improved trust in the business and helped fill all 5,000 vacancies.