Arcos Dorados, the largest McDonald’s franchise in the world, announces the 30th edition of McDia Feliz in Brazil. The largest Brazilian initiative to raise funds for children and young people will be held on August 25 throughout the country. Over the last 29 years, more than 200 million reais have been donated to the cause of child and adolescent cancer. This year, the campaign has become even more special, as the Big Mac sale will benefit even more people who need support.
After analyzing the main problems in Brazil and, together with the global strategies of the McDonald’s Social Impact System, the company decided to expand the scope of the event by introducing a new cause that is highly important for our country: education, a fundamental pillar for the full training of children and young people and for the development of our society. In this way, the company will also contribute to the challenge that youth unemployment still represents in Brazil. To this end, the company formed a partnership with the Ayrton Senna Institute, a nongovernmental organization that has been working for more than 20 years to develop the potential of the new generations through integral education, expanding their life opportunities and making them agents of transformation .
“This is our biggest initiative to support the community and represents the commitment we have as a brand in Brazil. Therefore, we decided to multiply our social impact and benefit two causes of great importance in Brazil. We reaffirm our commitment to ensure the allocation of funds from the sale of the Big Mac to the Ronald McDonald Institute and now also to the Ayrton Senna Institute, “said Woods Staton, Chairman of the Board of Arcos Dorados.
The partnership with the Ayrton Senna Institute began to be designed last year, when the company decided that this would be one of its main initiatives of social engagement. “We are recognized for opening the doors of the formal labor market to young people, so nothing more natural than embracing education as one of our causes,” says Paulo Camargo, president of Brazil’s Arcos Dorados Division, , there are more than 21 million young people without jobs in Latin America alone, according to the World Bank.
“Education is the key to developing human potential and fundamental pillar for the real transformation of our country. We are really proud of this partnership, which will allow us to participate in this day of great mobilization for two important causes, “says Viviane Senna, president of the Ayrton Senna Institute.
In 2017, the amount collected was allocated to 58 institutions from all over Brazil. These include support for early diagnosis, improved hospital medical care, homes and support groups, as well as Ronald McDonald Houses and Ronald McDonald Family Spaces, which accommodate young patients and their families during treatment.
“Happy McDia has been instrumental in making society aware of the relevance of childhood cancer, the disease that kills most between the ages of one and 19. And the funds raised enable early diagnosis, adequate referral, quality treatment and psychosocial support during and after treatment, “says Francisco Neves, superintendent of the Ronald McDonald Institute.
On Aug. 25, the entire Big Mac sale at more than 900 McDonald’s restaurants nationwide (excluding some taxes) will be donated to both entities according to the needs of ongoing projects.