McDonald’s Sweden’s Marketing Director Explains How Its Roblox Initiative Makes a Difference to Sick Kids

Staffan Ekstam talks about the importance of the project and campaign created by NordDDB

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Ronald McDonald House is a place where sick children can stay and rest in a home-like environment. Around 4,000 families a year stay in one of the five houses in Sweden, but this takes the children away from their own homes and their friends.

Recognizing this, the country’s own McDonald’s restaurants—which is the largest fundraiser for the houses in Sweden—sought a way to help the residents retain friendships and continue to play during their recuperation periods.




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