Save the Children team up with gamers to fund a life-saving clinic

Players of the computer game Minecraft are creating virtual children's clinics to help the charity build one in real life

Clinic Craft
Clinic Craft

What is it?

Save the Children is asking players of Minecraft, the computer game where the aim is to build a virtual world, to construct a mother-and-baby clinic and either make donations themselves or get their friends and family to sponsor it. This will help the charity raise the money needed to build a real, life-saving clinic in Liberia.

What else?

The Clinic Craft campaign was created in partnership with the videogame personality Dan Maher and the dedicated Minecraft player Chris Doney, along with The Good Agency and Explosive Alan Productions. Doney and Maher have created a blueprint for people to use, and will also be reviewing every clinic that supporters build in Minecraft through an online gallery, and awarding prizes to their favourites. They have filmed episodes of themselves building their own clinics in the game, which are available to watch online, and are documenting the campaign using the account @ClinicCraft on Twitter.

Why is the charity doing it?

Since the launch of its No Child Born to Die campaign earlier this year, Save the Children has been focusing on new-born babies and highlighting the fact that a million babies around the world die on their first day of life each year. The charity says that most of these deaths are preventable with the help of trained and equipped midwives and safe places to give birth. Clinic Craft hopes to raise between £40,000 and £60,000, which is enough to build and staff one clinic in Liberia. This follows on from the work of the charity’s Build it for Babies appeal, which raised £500,000 to build six of these centres.

What the charity says

Scott Clarkson, special projects manager at Save the Children, says that the project "brings an innovative, virtual dimension to the world of fundraising" and could help the charity "connect with a whole new group of people".

Third Sector verdict

A unique and unusual way to fundraise, which seems to be going down well with this very niche audience. It's good that there is a direct link between the fundraising activity and the facilities that the sponsorship money will provide, but the call to make a donation could be made a little clearer; perhaps by encouraging people to sponsor their favourite Minecraft clinic, or by offering an extra prize for the person who raises the most money.

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