Nintendo sent out some pretty interesting care packages to earthquake victims. They sent everyone a limited edition DSI LL (what we call the XL in the US) with a TV tuner attachment, to allow earthquake victims to watch the news or other basic TV remotely. It could also be used to play games like a regular DSi, too.
An added bonus is that the DS is limited edition, so the recipient could choose to sell it down the line for a profit if they so chose/needed the funds.
The best part of all this? Nintendo did this covertly, with no publicity stunts at all. The only reason this info was released is because one of the recipients of the care package took photos of it and posted it online.
What a great way for gamers to give back!