In a strategic move to boost fundraising and reach a new generation of donors, the Ronald McDonald Institute announces an unprecedented partnership with Shopee for Happy Meal Day 2025. For the first time, the campaign to combat childhood and adolescent cancer will have its digital tickets available directly on the e-commerce giant’s app, with an attractive 50% cashback (limited to R$50) for consumers. The initiative aims not only to expand reach but also to modernize the way donations are made in a scenario of increasing challenges for the third sector.
In 2024, Happy Meal Day raised R$22 million for Brazilian pediatric oncology, and the expectation for 2025 is to exceed R$25 million, driven by this new digital front.
“In recent years, we’ve noticed a shift in the donor profile, increasingly connected. This partnership strengthens our mission to support thousands of children and adolescents with cancer across Brazil, whose needs continue to grow,” says Bianca Provedel, CEO of the Ronald McDonald Institute.
The agreement reflects a market trend and the recognition of technology’s power to connect relevant causes to a vast and active audience. “The union between the private sector and the third sector has great potential to generate results on a large scale. We believe in the power of technology to connect people to relevant causes, incorporating new ways of giving into digital consumption,” highlights Felipe Piringer, Head of Marketing at Shopee.
The Happy Meal Day campaign is scheduled for August 23. The vouchers, priced at R$20.00 each, purchased on Shopee can be exchanged for Big Mac sandwiches at any participating McDonald’s restaurant in the country.
The funds raised in 2025 will be allocated to 75 projects from 48 institutions dedicated to pediatric oncology, across all regions of the country. Part of the funds will also be used to strengthen foundational programs of the Ronald McDonald Institute, such as the Ronald McDonald Houses, which provide accommodation and meals to children and adolescents undergoing treatment and their families, the Family Spaces and initiatives for Early Diagnosis, all essential to increasing cure rates and improving patients’ quality of life.
With 26 years of operation, the Ronald McDonald Institute has already invested over R$422 million in Brazilian pediatric oncology, impacting millions of lives through a national network of support, treatment, and hope. The partnership with Shopee is seen as a crucial step to revitalize and expand this network, ensuring more children and adolescents receive the necessary support.
