Mangrove Restoration World

Objective

The Nature Conservancy partnered with Minecraft to raise awareness and funding for mangrove ecosystem restoration. As mangroves face global threats while providing critical ecosystem services—particularly carbon sequestration at three times the rate of rainforests—the campaign aimed to educate millions of players about environmental conservation and drive direct donations to regional restoration initiatives.

Solution

Everbloom Games created the free 'Rooted Together' DLC map for Minecraft, enabling players to plant virtual mangroves and experience 50 years of ecological progression compressed into a 50-minute interactive journey. The map visualized how mangrove ecosystems support biodiversity and carbon sequestration, with player participation generating donations that flowed to real-world restoration partners. Campaign leadership came from 215 McCann, with additional creative direction from filmmaker Jawahi Bertolli. The campaign launched in June 2022 with an extension phase in November 2022.

Results

The Minecraft community and Mojang Studios collectively raised over $227,000 and contributed an additional $200,000 for mangrove restoration efforts. The Mtangawanda Women's Association, featured in campaign materials, has planted 69,533 mangroves since 2018.