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McDonald's Donates Its Super Bowl TV Ad to Its Charity of Choice

More Than 100 Million Viewers Will Learn How Ronald McDonald House Charities Makes an Immediate, Positive Impact on Children's Lives

OAK BROOK, IL -- (Marketwire) -- 02/03/12 -- McDonald's® USA produced and will air a 30-second TV spot featuring RMHC during the pre-kick of the Super Bowl to create awareness and promote understanding of Ronald McDonald House Charities® (RMHC®) highlighting the work the Charity does to provide vital resources and stability to more than 4.5 million children and families a year around the world.

The TV spot gives potential donors the opportunity to meet Anastacio Cuevas and learn how RMHC and the Ronald McDonald House® program kept his family close by to help him beat leukemia. "Studies show a family's presence helps a sick child heal faster and cope better. And the support and generosity of individuals and corporate donors such as McDonald's allow us to keep families together during the most trying times -- when they are battling the illness of a child," said Marty Coyne, president and CEO, RMHC.

At only three years-old, Anastacio was diagnosed with leukemia. He endured painful chemotherapy treatments with his brothers and sister, mom, dad and grandfather, as well as the RMHC staff and volunteers, doctors and nurses by his side. This incredible support enables children to find strength to beat the odds. Today, Anastacio is near the end of his treatments; he is a leukemia survivor. "What I loved about the House were all the people there -- the staff, volunteers and other families who were always eager to learn about your day, even if it was a bad one, and offer support, a fresh perspective, their ears and an open mind to help me sort through the stress and the pain," said Anastacio's mom, Alison.

Each year, the TV ads aired during the Super Bowl have become almost as anticipated as the game itself. While some businesses use impressive commercials to promote their brands, McDonald's is demonstrating its philanthropic commitment by donating their TV spot to RMHC. Now, the largest television audience of the year will learn how the nonprofit provides vital services to families who are going through one of the most critical times of their lives. The spot defrays costs to build awareness of the organization, allowing the global organization to direct dollars raised to programs and services. For every dollar spent by RMHC, 88 cents of each dollar goes directly to programs benefitting children and families through three core programs; the Ronald McDonald House, the Ronald McDonald Family Room® and the Ronald McDonald Care Mobile®.

This is the fourth time that McDonald's has given one of the most desirable marketing gifts of all to RMHC, its Charity of Choice. McDonald's has supported the nonprofit for more than 37 years since the inception of the first Ronald McDonald House in Philadelphia. From that first House, the organization has grown to support families in 54 countries and regions. These families, like Anastacio's, find strength from each other and from RMHC staff, volunteers, advocates and generous donors, such as McDonald's, who fight alongside them while they fight for their life.

By year-end 2015, RMHC plans to grow programs by 29 percent supporting families through 358 Ronald McDonald Houses in 41 countries, 244 Ronald McDonald Family Rooms in 26 countries and 58 Ronald McDonald Care Mobiles in eight countries. Individuals and corporate donors can invest in RMHC and its growth to better serve more families and children by donating today online at rmhc.org.

About Ronald McDonald House Charities

Ronald McDonald House Charities (RMHC), a non-profit, 501 (c) (3) corporation, creates, finds and supports programs that directly improve the health and well being of children. Through its global network of local Chapters in 54 countries and regions, its three core programs, the Ronald McDonald House®, Ronald McDonald Family Room® and Ronald McDonald Care Mobile®, and millions of dollars in grants to support children's programs worldwide, RMHC provides stability and resources to families so they can get and keep their children healthy and happy. All RMHC-supported programs provide a bridge to quality health care and give children and families the time they need together to heal faster and cope better. For more information, visit www.rmhc.org, follow us on Twitter (@RMHC) or like us on Facebook (Facebook.com/RMHC Global).

The following trademarks used herein are owned by McDonald's Corporation and its affiliates: Ronald McDonald House Charities, Ronald McDonald House Charities Logo, RMHC, Ronald McDonald House, Ronald McDonald Family Room, and Ronald McDonald Care Mobile.

© 2012 McDonald's

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