“Those brands, in particular, believe in the ability for young people to drive change in the world. That’s part of their entire reason of being,” Moore said. 

For the second part of the campaign, kids can attend a music festival in Roblox starting Sept. 13 with a lineup that features Conan Gray, Alexander Stewart, Poppy, and d4vd. Last year, Comic Relief US featured BoyWithUke in the festival but expanded this year’s event to feature a bigger lineup.

Finally, Kids Relief US and Nickelodeon Our World will allow kids to organize local activities, from backpack drives and school supplies collections to volunteering in their own communities. 

Moore said Comic Relief US took a hybrid approach to reach kids online and also get them out into their communities.

“There’s many powerful things about being online, but anytime we can encourage seeing each other in real life, we want to be there, too,” Moore said. “It’s also a way to pull parents in. It’s a reminder that the community you play with on games is fantastic and important, but the community in your neighborhood is just as powerful, and you, as a young person, have agency in both of those spaces.”

Roblox reported in its second quarter that it had over 32 million daily active users of Roblox games under the age of 13, up from last year’s daily active user count of 28.2 million for the same age group, according to Statista research.

Taking this into account, Moore said Roblox and gaming platforms like it are spaces where organizations and brands should continue to have a presence to reach young generations.

“For us, gaming is a huge opportunity to create little magical moments to connect, and I think that’s the right things for most brands,” Moore said. “Most brands want to find where young people are at.”