On November 20, Steve Norby, the recently appointed vice president and general manager of McDonald’s Southern California Region, is returning to his roots to raise awareness for World Children’s Day, a global fundraiser to benefit Ronald McDonald House Charities (RMHC).

The McDonald’s veteran is trading his office for a post behind a McDonald’s counter serving as a crewmember, the position that began his career over 20 years ago. Over 50 McDonald’s Southern California Regional Staff members will be joining Norby to promote awareness of the global fundraiser at various McDonald’s restaurants in the Southland area by greeting guests and selling colorful, paper hands for $1, with proceeds going to support RMHC.

“It is important that McDonald’s not only support Ronald McDonald House Charities financially, but we should also make it a priority to donate our time,” says Steve Norby, vice president and general manager of McDonald’s Southern California Region. “By doing this, we can encourage others to participate and help make a difference in a child’s life.”

In addition, throughout the U.S., participating McDonald’s restaurants will donate $1 from the sale of every Breakfast Extra Value Meal or Beef Sandwich Extra Value Meal sold on November 20 to RMHC. In Southern California, funds will benefit the local chapter of RMHC.

Since its inception in 2002, World Children’s Day takes place every November in more than 100 countries. To date, McDonald’s and its customers from around the world have raised more than $100 million for RMHC and other children’s causes on World Children’s Day.

Social responsibility has been a fundamental part of McDonald’s business for more than 50 years. From aiding in disaster relief efforts, to fostering career development and opportunity, to committing to top environmental standards and animal welfare practices, McDonald’s actions are grounded in founder Ray Kroc’s heritage of giving back to the local communities McDonald’s serves. Since the Charity’s inception in 1974, McDonald’s has supported RMHC and its mission to improve the health and well being of children around the world. World Children’s Day is McDonald’s largest annual fundraiser for RMHC, and an important day to call attention to the needs of children.