Campaign: Coins For Change
Company: Disney Online Studio's Club Penguin
Nonprofit Partner: Unknown
Launch Date: December 7, 2011[/box]
Disney Online Studio's Club Penguin has launched the fifth annual cause campaign Coins For Change. The initiative allows children to donate virtual coins they earn to charitable projects that benefit children, families and the planet. If a game goal is reached, Club Penguin will double its cash donation to $2 Million.
We love that Club Penguin is instilling cause-related values in kids at a young age via their popular online game. The campaign does a nice job of making the cause projects digestible for kids but we saw no sign of any nonprofit partners anywhere, which is unfortunate if there are, indeed, affiliations.