The 'Repair the Rockaways' Site Uses a Game to Encourage Donations

By: Alexander Lam - Published: • References: repairtherockaways.org and springwise
Ad agency Mother New York and developers at Casserole Labs collaborated to help rebuild after Hurricane Sandy with 'Repair the Rockaways.' The online game works to let users have fun while encouraging them to donate. Repair the Rockaways is built like the popular Farmville game so that donors can rebuild the devastated area virtually while helping physically.

Just like popular free online games, Repair the Rockaways lets users pay for digital currency with real cash. The in-game money can then be used to purchase digital building material. Materials that users buy can then be used to repair and build houses around the virtual town. Though the online world doesn't reflect the real one, Repair the Rockaways adds a degree of realism by releasing videos of real repairs being done as you donate more.