Gaming for Good
Alelo®
2023
Agency
December
Ampfy
Challenge
The Problem
Position Alelo as a credible and relevant player in the fight against food insecurity by engaging younger audiences in an authentic way.
Food insecurity was becoming a growing social issue in Brazil, yet the topic felt distant from younger audiences, who were far more engaged with digital entertainment and gaming culture than with social causes.
The Insight
Idea
In games, virtual food is infinite and keeps players alive — what if it could help keep families alive in real life?
We turned gameplay into real-world impact. Every virtual food item collected in Minecraft unlocked a real food donation from Alelo. Streamers amplified the initiative, transforming individual gameplay into collective action.
Results
My Role
• 1,500 families supported
• 20 tons of food donated
I led the strategic team — mapping cultural tensions, decoding gamer behavior through interviews, social listening, and desk research, defining the core insight, and shaping the narrative that guided the creative team.
