All proceeds will go to Flood Victims in Pakistan:

1/5th of the country is underwater or has been affected by floods. This is equivalent to the land mass of UK. 

20m people have been displaced from homes, now living homeless. Their homes and crops have been destroyed. They have no access to clean water, medicine and some villages even lack access to the rest of the country.

According to the UN this is the worst human disaster, greater in scale than the Tsunami or Haiti earthquake.