The purpose of Good Things is to increase affinity with the African-American consumer and to continue to build the already strong relationship McDonald’s has with that community. Good Things is a reminder that McDonald’s is and always will be deeply rooted in the African American community. What’s powerful, in particular about Good Things, is that it’s a direct juxtaposition of what you see in the news about African-American neighborhoods. Headlines blast the murders, the arrest, the gang violence and the epidemic of drugs. But, what you won’t find in the news are all of the good things that happen. For example, in one of the most dangerous areas in Chicago, people who live in that neighborhood organized the Englewood 5K Walk/Run in an effort to stop gang violence. This spot beautifully highlights the pride and the love people have for where they live.