Charity acts like that on the behalf of console makers aren't exactly anything new, of course. Companies have been doing that sort of thing for years. Even Nintendo's done something very like it recently, in donating a whole boatload of DS and Wii systems and games to Child's Play, for example. And Sony has made such donations to childrens' hospitals and other similar organizations in years past as well. Microsoft is known for charity contributions as well, usually at the upper levels of the company more than from specific divisions.
Still, it is nice to see that Sony's PR department is trying to do something to improve the company's image. With all the negative PR they've gotten in the last two years, every little bit helps...