We created LifePack with The Eleanor Crook Foundation to engage new audiences, notably Gen Z, in being part of the solution to help end the #1 killer of children around the world- malnutrition.
To achieve the scale, reach and funding potential that would truly make a difference, we targeted the gaming industry, a $200 billion-a-year industry that’s seen 20% growth in the last year alone. With 87% of Gen Z actively gaming, we knew it was a great place to reach them.
Designed to generate funds through in-game transactions, LifePack works across any platform, any genre, any game making it simple for gamers to join the cause. 100% of the money raised goes to buy and distribute life-saving RUTF (Ready to Use Therapeutic Food) which is energy-dense and micronutrient-enriched. Three 25¢ packets a day can bring a child back from the brink of death in a matter of weeks.
Launched May 2021, we created lifepack.org with our own free-to-play mini-game to teach gamers about the issue and the solution; supported by a social and influencer campaign.
We secured our first game partner, Tilting Point’s SpongeBob: Krusty Cook-Off, where players could purchase gem bundles that generate a donation.
The engagement, pick up and action was powerful. The campaign reached an audience of 381 million people, garnering 51 million+ media impressions and 134k social engagements. Most importantly we achieved our goal — 10k plays for 10k days of the LifePack.org mini-game in 26 hours! LifePack continues to add new partners, with the ultimate goal of saving 1 million children’s lives.
Plays of the LifePack micro game in 26 hours