Mission: Hunger

Objective

New York Common Pantry addressed child hunger in the US, where one in five children face food insecurity during the holiday season. Leveraging Roblox—where nearly half of all US children under 16 play daily—the campaign aimed to raise awareness about hunger's root causes while enabling young players to support real meal donations through engaging gameplay during the critical holiday giving season.

Solution

Mission: Hunger is a virtual community kitchen on Roblox where players engage in mini-games like restocking shelves and preparing meals. Each virtual meal served unlocks a real-world meal donation. The experience features AI-driven NPCs with backstories based on actual food insecurity experiences, and one million virtual characters mirror the campaign's goal of serving one million real meals. A leaderboard tracks meals donated rather than combat points, with optional direct links for players to volunteer or donate. Players need only a free Roblox account; donations can be enhanced through Robux (Roblox currency).

Results

Not published.