Clinic Craft

Gaming with purpose for Save the Children UK

Build a clinic in Minecraft. build a clinic in Liberia.

Gaming is in a second golden age. Minecraft is a cross-generational gaming phenomenon. Kids spend more time watching people play games on YouTube rather than actually playing the games themselves.

Around the world, thousands of newborn babies die every year because their mums are too far away from a safe place to give birth. Clinic Craft was created as a way of connecting and inspiring a new generation of supporters to help Save the Children build life-saving clinics.

Clinic Craft was something that I personally invested a lot of time into, managing the project, refining the concept with friends and colleagues, designing and animating elements as well as running the social side of it, creating daily content and conversations on Twitter and managing the YouTube community.

The YouTube community saves the world

The gaming community were challenged to build something virtual and help make positive life-saving changes in real-life. Jumping on the popular format of 'let's play' gaming videos, a short YouTube series was made. We partnered with celebrity gaming personality Dan Maher and Minecraft expert Chris Doney.

On a supporting microsite, information on the project, blueprints and a community gallery of builds gave the users everything they needed to get crafting. We also shared tools allowing them to fundraise with all proceeds going directly to Save the Children.

Globally recognised

The limited budget didn't stop Clinic Craft reaching over 500,000 people around the world. 70+ clinics were built and submitted, we saw over 10,000 views of the YouTube content and 10 voluntary live-streams on Twitch by fans as far away as Sweden and Kansas. One of my favourite breakthrough moments was when a group of gamers in the US called 'Gaming Mommies' got in touch saying they would be holding a special 24hr event in aid of Clinic Craft and Save the Children.

Award-winning content

The IAB (Interactive Advertising Bureau) awarded Clinic Craft 1st place in August and 1st place in the end of year 'Best for a cause' category. It stood tall among other nominees with projects from AKQA, Wunderman and Wieden + Kennedy to name a few.

Third Sector awarded Clinic Craft digital campaign of the week when it launched. It has recently been nominated in the Third Sector Awards 2015 in the category of Best Digital Campaign - results are due at the end of September.