The brief

• To launch an innovative fundraising campaign to save orphaned orangutans, involving a youth audience (8-14), using social networking and online gaming

The objective• To mobilise people of all ages to save

orangutans though engagement, education and donations/revenue

Available resources• Good staff and volunteers, very small

budget and a few orangutans

The overarching strategic thought:Orangu-power!

1. Empowering children to impact change2. Social engagement of children online and offline3. Public awareness of the root causes of the plight of

orangutans4. Social change movement around consumerism5. Active campaigning to change legislation

Empowering children to impact change• Orangu-Parliament!

– Set up a youth advisory board to oversee the creation of interactive games for kids (8-14), in conjunction w volunteers

– …and on-going development of game– MOPs recruited are active “influencers” in their

communities and online social networks– Kids are recognised for different levels of

activism… categories such as ‘baby orangutan’, working up to ‘honorary cheek pads’

– Activism = recruiting other kids, working in their own schools w educational materials developed by volunteers, fundraising!

Social engagement of children online and offline

• Online: games, children become the orangutans, learning skills needed to survive, threats

• Game works in social networking sites• Facebook-style notifications from the

game and other players• Widgets that you plug into your sn

profiles (creates your own QR code• Java applet for mobile phones so kids

connect w the online game and other players

• Offline: game interfaces with childrens’ real lives, e.g.

– Earning ‘points’ offline- pocket money from parents for doing chores

– Points used in game to provide their orangutan with food, trees etc

– By doing this they proceed to next level of game…

– In game they can send petitions to government ministers and companies

– Kids can use QR codes to download badges, etc – to connect with other kids in their communities

Public awareness of the root causes of the plight of orangutans

• For kids – in addition to game, educational materials are produced, developed and distributed by volunteers to highlight root causes– Deforestation– Use of palm oil

• For adults – it’s engagement through the kids, or via adoption programme and/or playing the game

• Media partnerships• Celebrity endorsements –

Madonn-utan?

Social change movement around consumerism

• List of companies and products that do/do not use palm oil

• a la ‘dolphin friendly’ – in this case ‘rambutans for orangutans’ points

• Good companies have ‘orangu-codes’ which children (and adults) forage for on– Third party websites– On pack of palm oil-free products– In TV adverts, print media etc

• QR codes generate ‘points’ for kids, revenue for us

• For bad companies, a ‘name and shame’ list – list maintained by volunteers and staff

Harvesting revenue

• Gaming revenue ‘credits’ from kids• Matching donations from parents – top

up / match kid’s activism / tax effective

• Ad revenue by driving kids and adults to sites, products in store and in offline advertising– Clues sent via SMS, clues obtained via

QR codes• In game advertising• Revenue split with mobile phone

companies• Corporate revenue – from good

companies• Year one targets:

– €2M to save 10,000 orangutans– 1M unique members globally– 500k active campaigners