Last night our Clinic Craft initiative for Save the Children was recognised as one of the most innovative and creative digital campaigns of the year by the Internet Advertising Bureau. We were named the overall 2014 winners in the Creative for a Cause category, coming ahead of campaigns by AKQA, Mr President, Wunderman and Proximity London at their Creative Showcase Grand Prix. Clinic Craft, which you can read about here, was a campaign to inspire gamers to build clinics in Minecraft — and raise enough to build a real, life-saving clinic in Liberia. It saw us working with Minecraft vlogger Chris Doney and professional games presenter Dan Maher.
We were in creative mode when we came up with it. But for pregnant mums in rural, Liberia it’s always survival mode.