LifePack is a way for gamers to take on malnutrition, the #1 killer of children.
The gaming industry is a $200 billion-a-year industry that’s grown 20% in the last year alone. LifePack is a funding model designed to harness its scale, reach and funds to make a meaningful impact against malnutrition, which kills more children under 5 than any other thing.
LifePack generates funds through in-game transactions, and it works across any platform, genre or game, making it simple for gamers to join the cause. 100% of the money raised goes to buy and distribute life-saving Ready to Use Therapeutic Food (RUTF). Energy-dense and micronutrient-enriched, three 25¢ packets of RUTF a day can bring a child back from the brink of death in a matter of weeks.
To launch the initiative and explain how it worked, we created lifepack.org, which featured the LifePack mini-game, a retro 8-bit endless runner style game with a child hero who jumps over obstacles and powers up with RUTF, causing the “malnutrition monsters” to vaporize.
On launch day, we announced that a day’s worth of RUTF would be donated every time the game was played, and in the first 26 hours, it was played over 10,000 times, hitting our launch goal almost instantly. Celebrities Jack Black, Aisha Tyler, Gordon Hayward and Laura Marano helped get the word out on social with bold, graphic animations from the LifePack toolkit.
Your next mission: end malnutrition.
LifePack was created for The Eleanor Crook Foundation by social impact agency WRTHY and LifePack’s first gaming partner was Tilting Point’s SpongeBob: Krusty Cook-Off. Whenever players bought a gem bundle labeled LifePack, a donation was generated.
Since launch, Krafton’s Player Unknown’s Battlegrounds, Happy Volcano’s You Suck at Parking and other gaming partners have signed on, and now, every year on World Food Day and Giving Tuesday, Twitch streamers raise money and awareness to combat malnutrition through LifePack.
Even though the budget was tiny, the influencer and social campaign that accompanied the launch created powerful engagement and action, with 38M social media impressions, 134K social media engagements, 49M press impressions, and more than 75,000 days of treatment raised. Now fully incubated, the LifePack initiative continues to grow. To learn more and play the LifePack game, visit lifepack.org
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