Gaming platform Minecraft has released a new video highlighting some of the successes of its recent ‘Rooted together’ campaign.
Back in June, Minecraft launched “Rooted together,” a campaign that aimed to educate the platform’s audience about the vital ecological importance of mangrove trees as well as raise funds for the trees’ protection.
On Friday, the company launched an extension of that campaign titled ‘Minecraft mangroves: making a difference.’ In the new short film — which was directed by wildlife filmmaker and photographer Jawahi Bertolli — Minecraft partners with four popular content creators to highlight some of the most notable results from the Rooted together campaign.
<!– inArticleBlock –>
Both films were created in collaboration with agency 215 McCann and are components of the Minecraft’s broader “Build a better world” campaign, which the company says is geared towards “using the game as a vessel to make a real-world impact for the protectors of our coastlines.”
Throughout the “Rooted together” campaign, Minecraft players were encouraged to make donations to the Nature Conservancy, a nonprofit dedicated to the conservation of biodiversity and natural ecosystems. According to the new video spot, “Minecraft and the global community came together to donate over $227,000, all for the Nature Conservancy and their mangrove-restoration efforts.” Those funds were then parsed out “to regional mangrove efforts around the world,” according to a statement from Minecraft.
The new film centers on Zulfa Hassan, AKA “Mama Mikoko” (“Mother Mangrove”), a Kenyan conservationist and leader of a group of thirty women — called the Mtangawanda Women’s Association — that’s committed to rehabilitating local mangrove forests. Hassan, one of the recipients of a portion of the funds generated through the “Rooted together” campaign, says in the new video that the Mtangawanda Women’s Association has planted 69,533 mangroves since 2018.
Minecraft is a gaming platform that some believe to be a legitimate, fully operational metaverse experience — it’s both decentralized and hugely popular, currently attracting around 141mn players, according to its own data.
<!– inArticleBlock –>
For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.