Navigate Nutrition

Players navigate through levels such as obesity or a meal such as breakfast. They learn how choices affect them and changes they can make.

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I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name

Playmob

Year founded

2011

Initiative stage

  • Growth (the pilot has already launched and is starting to expand)

Annual budget in 2017 (USD)

  • $500k - $1m

Number of beneficiaries impacted so far

  • 10 - 50

Organization type

  • For-profit

Secondary Focus Area

  • Nutrition

Headquarters location: Country

  • United Kingdom of Great Britain and Northern Ireland

Headquarters location: City

London

Location(s) of impact

US
UK
Indonesia
India - Chipata
Africa - East Africa, Madagascar
China
Amsterdam
*we work with a variety of implementation partners

Website

https://playmob.com/

Facebook URL

facebook.com/playmob

Twitter URL

@playmob

Problem: What problem is this initiative trying to address?

Playmob delivers purpose driven content via games. Enabling change through play, we provide a way to communicate with an audience, gathering data and insight on behaviours and values and reporting the social impact of the campaign.
The visual aspect of games enables the message addressing issues such as obesity, breastfeeding, under nutrition, and malnutrition. To be delivered globally with minimal translation.

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

This initiative is solving the problem on how you change people’s behaviour in multiple territories to enable Nestlé’s 2030 ambition of helping 50 million children lead healthier lives.
The player receives different options on the task in front of them, what they will feed their child for example. Different choices have different consequences in the game. The game also creates a 2 way communication platform with the player with the data being reported back as part of Playmob’s Social Impact Reporting.
The solution is scalable, with the ability to deliver globally, enabling Nestle to educate in a cost effective, fun, engaged way whilst collecting data that can show a picture of peoples choices enabling further communication and help where necessary.

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

Playmob delivers purpose driven content via games. Enabling change through play, we provide a way to communicate with an audience, gathering data and insight on behaviours and values and reporting the social impact of the campaign.
Using the ‘mini-game’ solution, Playmob has run 2 campaigns for the UN funded Ocean Generation.
Delivered via a playable ad that could be closed immediately, ‘The Big Catch’ was played by 40% of the people who saw it equating to 7.4 years of game time, delivered by over 2 million unique players and generating over 490,000 educational messages.
The second game, ‘Island Nation Defense’ had an engagement rate of 54% and from the 2.5 million unique players achieved 76,933 pledges to change day to day behaviour.
The content can be delivered via digital platforms to a number of devices enabling the flexible solution to be tailored in each individual case.

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

Playmob earn revenue from each campaign delivered, and earn a licence fee from brands. This is 50% of our finance. 10% is from grants on R&D and 40% is from investment.

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

Playmob's USP is the combination of delivering purpose driven content via games to an audience of your choice and reporting on the Social Impact of each campaign. A percentage of campaign spend is spent on projects relating to the campaign on the ground so the players can see the difference their actions make.

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

After the Haiti earthquake in 2010 I saw the Zynga online gaming community raise $1.5m in 5 days through donations when playing games. I saw an engaged audience who wanted to do good and a medium in gaming that allowed a two way conversation to evolve with the ability to collect significant data.
People want to share their successes and games reflect that in the size of their communities with people sharing tips on how to succeed. In opportunities such as this where you are looking to make a change, this virality can be integral in changing attitudes and behaviour.
Being the activation mechanism for brands to help make fundamental changes whilst understanding the players values and what motivates them provides a win for all parties.

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Henri@Nestlé

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Photo of Joseph Brenyah

Many good projects that can create great shared value have not been able to move on sustainably because of lack of resources and ability to effect positive behavioural change to get people to embrace what they stand for. Playmob looks interesting and may help social enterprises greatly in securing funds for their projects through a sustained campaign, probably at a lower cost. I am quite pleased with the Playmob business model and will develop further ties with the company to enhance the ideals of my social enterprise. You are enjoined to make yourself available to the charities more and at rates which will help them to move on effectively with beneficial programs to create positive change worldwide.