This holiday season, one in five children in the United States will face hunger, according to Feeding America.
Simultaneously, nearly half of all kids in the U.S. play Roblox every single day.
These overlapping statistics presented an opportunity: leveraging the virtual world of Roblox to solve a real-world problem.
Enter: Roblox’s new game “Mission: Hunger,” which features a virtual community kitchen that provides real-life meals for every one served in the digital world.
“Mission: Hunger” features mini games that teach players about the root causes of hunger, while interacting with other characters who have AI-driven back stories based on real-life experiences with food insecurity.
Players can also engage in hands-on challenges like restocking shelves, preparing meals, and giving back all at the same time.
“Every child should have access to nutritious food, and ‘Mission: Hunger’ gives young people the power to help make that a reality,” Stephen Grimaldi, executive director of New York Common Pantry, said in a statement.
“As we work to serve nearly a million meals at our brick-and-mortar and mobile locations this holiday season, we're hoping kids can match that in the game, where virtual meals lead to real donations.”
The “Mission: Hunger” web page features a leaderboard, but unlike normal video games, the stats are based on the meals served and dollars donated — not who has the highest combat score.
One million NPCs (non-playable characters) in the game will mirror the real-life goal of feeding one million people through New York Common Pantry, which has been operating in the Bronx since 1980.
“Mission: Hunger” also encourages non-video game enthusiasts to get involved, providing easy links to make a donation to the pantry or volunteer IRL.
But ultimately, the masterminds behind “Mission: Hunger” hope the platform will connect young audiences to an immersive and engaging experience that has real-world implications.
“With more and more brands entering the virtual world of Roblox, why shouldn’t causes?” said Dina Peck, the chief creative officer of Omnicom Health Group’s The Purpose Group, the data and communications platform behind this new offering.
“‘Mission: Hunger’ bridges the gap between play and purpose, turning game-playing into game-giving, to tackle a real-world public health crisis.”
Users will need a Roblox account to play “Mission: Hunger.” While accounts are free, the virtual world is run by a digital currency called Robux, which can be traded for real-life donations in these mini games.
For the young people who will surely receive Roblox gift cards in their stockings this year, this is one way they can use their digital savvy for good.
Deb Deaver, chief executive officer of The Purpose Group said: “‘Mission: Hunger’ is a great example of how virtual tools can be used to create good through something as simple as a video game.”
Header image courtesy of Roblox
