In a strategic move to refresh fundraising and reach a new generation of donors, the Ronald McDonald Institute announces an unprecedented partnership with Shopee for McDia Feliz 2025. For the first time, the campaign to combat childhood cancer will have its digital tickets available directly on the e-commerce giant’s app, with an attractive 50% cashback offer (capped at R$ 50) for consumers. The aim is not only to expand reach but also to modernize the donation process in a scenario of growing challenges for the third sector.
In 2024, McDia Feliz raised R$ 22 million for Brazilian pediatric oncology, and the expectation for 2025 is to surpass R$ 25 million, propelled by this new digital front.
“In recent years, we have noticed a change in the donor profile, increasingly connected. This partnership strengthens our mission to provide support to thousands of children and adolescents with cancer throughout 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 collaboration 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, integrating new ways of donating into digital consumption,” emphasizes Felipe Piringer, Marketing Manager at Shopee.
The McDia Feliz campaign is scheduled for August 23rd. The vouchers, worth 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, in all regions of the country. Part of the funds will also be used to strengthen key programs of the Ronald McDonald Institute, such as Ronald McDonald Houses, which provide lodging and meals to children and adolescents undergoing treatment and their families, Family Rooms and Early Diagnosis initiatives, all essential to increase the chances of recovery and improve the quality of life of patients.
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 in revitalizing and expanding this network, ensuring that more children and adolescents receive the necessary support.
