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 McDia 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 modernize the way donations are made in a scenario of growing challenges for the third sector.
In 2024, Happy McDia Day raised R$22 million for Brazilian pediatric oncology, and expectations for 2025 are to exceed R$25 million, driven by this new digital front.
“In recent years, we’ve noticed a shift in donor profiles, 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 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 large-scale results. We believe in technology’s power to connect people to relevant causes, incorporating new ways of donating into digital consumption,” highlights Felipe Piringer, Head of Marketing at Shopee.
The Happy McDia Day campaign is scheduled for August 23. The vouchers, valued at R$20.00 each, purchased on Shopee can be exchanged for Big Mac sandwiches at any participating McDonald’s restaurant nationwide.
Funds raised in 2025 will be allocated to 75 projects across 48 institutions dedicated to pediatric oncology in all regions of the country. Part of the funds will also support key programs of the Ronald McDonald Institute, such as the Ronald McDonald Houses, which provide accommodation and meals for children and adolescents in treatment and their families, the Family Spaces and Early Diagnosis initiatives, all essential to increasing cure rates and improving patients’ quality of life.
With 26 years of operation, the Ronald McDonald Institute has 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 necessary support.
