As Content Director at Comic Relief US, I led the content and creative strategy behind Kids Relief, our platform built to put kids at the center of the fight against poverty. For our second annual campaign, “Game to Change the World,” we partnered with Nickelodeon for the first time and built kids an entire world to play their way through.
At the center was Kids Relief Simulator, a story-driven Roblox game where a benevolent wizard (voiced by David Tennant and Maitreyi Ramakrishnan) sends players off to do good deeds and earn Karma. From there we ran a two-week scavenger hunt through SpongeBob and TMNT worlds, and closed the whole thing out with a first-of-its-kind Roblox concert featuring Imagine Dragons, Conan Gray, d4vd, Poppy, and Alexander Stewart.
My job was leading all elements of content and creative strategy, from the game and the hunt to the concert and the impact stories, ensuring that no matter what platform they joined the fun from, it all felt like one story kids wanted to be part of and adults could get behind
The original Kids Relief game had already racked up 32 billion+ minutes played and the highest thumbs up rated concert in Roblox history, so round two had a lot to live up to. Scaling that with a partner like Nickelodeon and five headline artists is still one of my favorite “campaign as content ecosystem” projects.
Read more on Comic Relief, or check out the short film we created about the project : Behind The Game: Kids Relief Simulator – Empowering Change Through Gaming
khwezi magwaza 