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Nickelodeon wants to encourage kids to spread kindness in the real world—and in the metaverse.
Today, Comic Relief US announced its second annual Kids Relief campaign in partnership with Nickelodeon. Titled “Game to Change the World,” the interactive and virtual-to-real-world campaign aims to empower kids to do good deeds in reality and online.
As part of the campaign, kids can go on hybrid missions digitally on Roblox and in real life from Aug. 27 to Sept. 20.
Comic Relief US, the nonprofit force behind Red Nose Day, focuses on facilitating positive change in communities, and its partnership with Nickelodeon looks to combine entertainment, creativity, and storytelling across different platforms to drive engagement, awareness, and action.
The organization kicked off a similar initiative on Roblox last year, partnering with Wonder Works Studios. That campaign led to 6 million gameplays and 2 million views of an online concert—which, according to the group, surpassed previous highly publicized Chainsmokers and Elton John concert experiences on Roblox.
This year looks to be even bigger.
“We knew we wanted to make it bigger and better,” Alison Moore, CEO of Comic Relief US, told ADWEEK. “We knew we wanted to drive more scale. Because the more scale we have, the more awareness and donations we receive. Nickelodeon was a perfect place.”
The campaign is split into three parts that kids and their families can all participate in. The first, which takes place from Aug. 30 to Sept. 13, is a scavenger hunt in collaboration with Nickelodeon’s Roblox games, SpongeBob Simulator, and Teenage Mutant Ninja Turtles Battle Tycoon, where kids can go into the Kids Relief Simulator online to learn about the power of good deeds by playing different games on a quest to fill Power Packs with magical surprises.
Moore said the reason the campaign incorporates SpongeBob and Teenage Mutant Ninja Turtles is because those two franchises align well with the mission. She added that SpongeBob has a nostalgic element that resonates with both younger and older children.