This Retro-Style Arcade Game Is Helping the Fight Against Malnutrition

The global malnutrition crisis has only increased in the wake of the pandemic. To combat this, the Eleanor Crook Foundation and social impact organization Hive have created a straightforward, easy-to-join initiative that seeks to link the vast population of gamers toward a common good. To assist the effort, all you have to do is play a video game. The concept recently launched via the foundation's newly formed initiative LifePack, whose website hosts a retro-inspired runner game developed by global creative collective Thinkingbox. Every play within LifePack's browser triggers a donation of one ready-to-use therapeutic Food (RUTF) to a child in need. The foundation's first goal was to reach 10,000 plays in a week, which reportedly translates to 10,000 days of treatment for children. It reached the goal in a single day. This effort is additionally enhanced by a partnership with game developer Tilting Point through its mobile game SpongeBob: Krusty Cook-Off. Tilting Point is LifePack's first gaming partnership. Additional donations for RUTF packs can be made via the SpongeBob: Krusty Cook-Off game. For mobile users, purchasing two specialized gem pack bundles in the game provide players with special bonuses, with all proceeds going toward LifePack’s life-saving nutrition packets and the broader goal of saving 1 million children, 25 cents at a time—the individual cost of its 500-calorie RUTF. The gem packs will be available for purchase until July 9. "We're proud to be the first partner to join LifePack,” said Samir Agili, co-CEO and president of Tilting Point, in a statement. “Child malnutrition is a huge global problem that the gaming industry is perfectly placed to tackle. We're excited to bring this opportunity to our gamers and call on the broader industry to join us. With the power of gaming we can save 1 million kids, and this is just the beginning." Gaming with positive intent Though the games may stir moments of sweet nostalgia, ECF wants the cause to remain top of mind. “For millions of children around the world, malnutrition is not a game,” said William Moore, CEO of the Eleanor Crook Foundation, in a statement. “Each year, malnutrition claims far too many lives and Covid-19 has made the situation even worse. The good news is that there are proven, scalable and cost-effective ways to help children in need—and now everyone has the ability to join that effort, right from their own living rooms.” LifePack is a collaborative initiative that includes partner Action Against Hunger, which will be directly distributing RUTF packs to at-risk children in eastern Africa. PlayStation Plus Welcomes Friendly—and Enduring—Competition in Latest Campaign