McDonald's Roblox Initiative Makes a Difference to Sick Kids

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

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.

To do this, it developed a Ronald McDonald House on Roblox, which was designed by the children who have stayed in one of the five houses in the country themselves.

Headshot of Stephen Lepitak

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.