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Alelo® Gaming For Good
2023
December
Context:
In 2023, Brazil returned to the UN Hunger Map with 33 million people facing food insecurity — a sharp contrast to gaming worlds where food is infinite. For Alelo, a brand that provides daily food benefits, this gap revealed an opportunity to connect a social issue with a space dominated by young audiences.
Our Challenge:
Mobilize young gamers around hunger — a crisis they see in the news but feel emotionally distant from.
Insight:
If virtual food keeps players alive in-game, it could help keep families alive outside it.
Strategy:
Use a behavior they love (gaming) to generate real-world impact.
The Idea:
"Play Solidário" (AKA Gaming For Good) turned Minecraft gameplay into a mission against hunger: every virtual food item collected generated a real food donation from Alelo. Streamers amplified the movement, turning it into a collective action.
Results:
1,500 families supported
20 tons of food donated
My role:
I led the strategic direction — mapping cultural tensions, decoding gamer behaviors through interviews, social listening and desk research, identifying the core insight and crafting the narrative that guided the creative team.
