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# Charity Viral
ActionAid Asks Who Pays with Customised Game

By Jamie Coomber | Published 2008-02-25 | Art & Design
Source: Trend Hunter, https://www.trendhunter.com/trends/charity-viral-actionaid-asks-who-pays-with-customised-game
References: [freshenmeup](http://www.freshenmeup.com) & [actionaid.org.uk](http://www.actionaid.org.uk/mywhopayscampaign/campaign.php?id=627)

Nonsense London have just created this fun game for ActionAid inviting users to digitally dress up and make their own animation. It is to support [ActionAid's Who Pays? campaign](https://www.trendhunter.com/trends/which-launches-a-festive-campaign) who are lobbying for [tighter regulations of how UK supermarkets](https://www.trendhunter.com/trends/tesco-less-to-pay-for-5aday) deal with producers in developing countries.

The game features voice overs from comedians Bill Bailey and Katy Brand, and allows people to upload a photo of themselves, and in the form of a [banana, cashew nut or pear](https://www.trendhunter.com/trends/fairtrade-bananas), fight (in the style of their choice) with some supermarket trollies. The user then has the option to send their campaign to others via the usual channels with the added inclusion of providing the code to embed within your blog/MySpace (nice tactic to get your campaign viral).

## Trend Insights (Trend Hunter)

- Score: 1.7/10
- Popularity: 11% | Activity: 33% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Customization](https://www.trendhunter.com/customization)

## Key Themes

### Why This Trend Is Growing

- **Customized Games:** Opportunity for businesses to create personalized games as a marketing tool.
- **Social Media Campaigns:** Potential for companies to leverage social media channels for viral marketing campaigns.
- **Ethical Consumerism:** Growing trend of consumers demanding ethical practices from businesses.

### Industries Being Reshaped

- **Marketing and Advertising:** Disruptive innovation opportunity for marketers to create engaging customized games for clients.
- **Digital Entertainment:** Opportunity for digital entertainment companies to develop interactive and viral games.
- **Sustainability and CSR:** Potential for businesses to align with ethical consumerism trends and promote responsible practices.

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