So, it seems that although people are saying that it's great that he's raising awareness for this charity, no-one has actually said, or seems to know, who the charity are.
Great publicity, eh?
I do think the PR aspect to date has been pretty poor here.
Although I'm still solidly in the corner of a charity getting funding=a good thing, to make the announcement but fail to name the charity or have a rep from the charity at the press conference is just cack-handed PR and makes it look like it's all about the gesture rather than the charity. I guess there'll be further news about the beneficiary further down the line but I do think they could have played this more intelligently and in a way that wouldn't have generated quite so much scepticism.