Minecraft extends campaign aimed at protecting mangrove populations
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.
Both films are components of Minecraft’s broader ‘Build a better world’ campaign - developed in collaboration with agency 215 McCann - which as a whole is geared towards leveraging the game to support mangrove conservation efforts.
Throughout the ‘Rooted together’ campaign, Minecraft players were encouraged to make donations to the Nature Conservancy, a not-for-profit 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 its mangrove-restoration efforts.” Those funds were then parsed out to various organizations around the world committed to protected mangroves.
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 141 million players, according to its own data.
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