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Tree of Hope – A WhatsApp Adventure

Award: Wood Pencil

Wood Pencil / Gaming & Virtual Worlds / Educational Experience / 2024

Overwhelmed with bad news and notifications, young people are switching off from the climate crisis. To gain the attention back, WWF entered a new habitat: WhatsApp. To reach out to people where their friends are, and 90% of messages get read. To hold attention, we created the world's first fully automated WhatsApp adventure. In The Tree of Hope, players make choices to save a forest's ecosystem, while spending 20 minutes learning about climate issues – in an unseen interactive WhatsApp experience. With this new game engine and many new friends, it's now set to get help whenever WWF needs it.

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