There is a lot of different ways to look at it.
Good:
Hiring people who need work.
Targeting a demographic or demographics that need help.
Promoting a good cause overall
Bad:
Perhaps it is being over PC. Bit like a lot of ads these days seem to have to have as many different people in them as possible (so nobody feels left out) This is perhaps the opposite but whatever.
Using a cause seen as perhaps good to get cheap legal labour.
Being similar to pink washing or green washing, where companies make thing pink to profit off the breast cancer campaign, or green washing like Coca-cola giving money to fund WWF polarbear projects, which is a good cause obviously but is probably trying to distract from the fact they will never give any money to a charity that promotes cutting soda out of your diet.
Being racist, what about the poor Latin, White, and Asian people?
I see it as a good cause, don't think McDonald's is fronting some kind of Black Power movement through the power of shit cheap food
they are doing some good but probably getting rewarded themselves at the same time.