Pursuing its mission to improve the health and well-being of kids and their families, the Ronald McDonald House Charity (RMHC) in Sweden witnessed a kind action an army of popular gamers has carried just recently with the aim to support the organization in its fight to help seriously ill kids and their families while facing really difficult times. Called by McDonald’s and creative agency NORD DDB, eight famous gamers and e-sports professionals enrolled in RMHC’s battle to help keep families of sick children stay close to their hospitalized kids.

Although they carry their battles online, Olofmeister, GeT_RiGhT, Fragaria, Jaegarn, Friberg, Niffonen, f0rest, and Nessa have been recently involved in a campaign that’s inspired by the virtual world — but with results that reflect in the real one. Under the “Skins for Charity” initiative, the gamers donated some of their most unique Counter-Strike skins, which were then auctioned as part of a charitable cause.

“McDonald’s has long been an important partner to the Ronald McDonald House Charity and we know that our contributions make a difference. With this unique approach, we see the opportunity to engage new target groups in the Ronald McDonald House Charity and broaden the forms of how a fundraiser can be made. We chose to engage e-sports profiles and gamers since many of the children in the houses play computer games, in periods when they may not be able to hang out with friends, they can find new interests and friends through the digital world,” says Staffan Ekstam, Marketing and Communications Director at McDonald’s.

“It is an amazing commitment from our Swedish e-sports professionals and gamers to donate their unique digital assets to Ronald McDonald Barnfond via the auction. With their contribution, more families with seriously ill children can have the opportunity to live together in a homely and safe environment, close to the hospital,” continues Lisa Palm Danielsson, Secretary General of the Ronald McDonald Children’s House Charity.

Digital skins are in-game objects that change the look of players’ equipment. Highly appreciated in the gaming world, some skins with unique patterns are being sold for large sums. In Counter-Strike, for example, the value of a skin can rise to millions. Amongst the digital objects auctioned, there was Olofmeister’s AWP Asiimov, also known as BOOSTMEISTER 2014, which the player won in a 1v1 against pashaBiceps. The skin was sold for 1,842 EUR.

With bidding coming to an end on December 16, the digital items were auctioned by Stockholms Auktionsverk. All the money collected at the unprecedented event is being directed to RMHC to support the organization in its effort to help families with sick kids.

Credits:

Client: McDonald’s // Ronald McDonald House Charity (RMHC) Sweden

Agency: NORD DDB

PR Agency: PRIME WEBER SHANDWICK

Media agency: OMD