NRMA launch “Climate Warriors” interactive educational campaign
NRMA Insurance has launched ‘Climate Warriors’, an interactive campaign, set in the Minecraft world, designed to educate and engage young Australians on the increasing risk of natural disasters.
The interactive game, developed by Thinkerbell, is set in a landscape inspired by Australian coastal towns and is available on Minecraft Education Edition and Minecraft Marketplace. It aims to educate children between the ages of 7 and 12 on how to be prepared for natural disasters such as bushfires, how to protect homes, wildlife and livelihoods.
The game is part of NRMA’s wider work in alerting Australians to the effects of climate change. The game uses NRMA real-world data and research to demonstrate how extreme weather events are already becoming more frequent.
‘Climate Warriors’ has already been downloaded 450,000 times since its launch, and will be supported across PR, dedicated owned social activity and influencer partnerships.
Thinkerbell executive creative tinker, Paul Swann, said: “Climate Warriors provides an immersive digital learning experience to help teach the next generation of Australians about the importance of climate change preparedness. Minecraft is a franchise kids know and love, and through the power of play we want to capture their imagination and educate them on how to prepare for an increasingly unforeseeable future.”
Thinkerbell partnered with design studio Blockworks, home to designers, animators, artists and developers who use Minecraft to create experiences, communities and learning environments. Over an eight-month period, they built close to 29 million Minecraft blocks to bring this Aussie inspired interactive learning experience to life.
This isn’t NRMA’s first interactive campaign, in November the insurance company launched “Help!”, an educational board game, developed by CHE Proximity.
The NSW Department of Education provides Minecraft Edition free to all NSW government schools, thus making the “Climate Warriors” game available free of charge to all of these schools.
NRMA is backed by IAG, who were Thinkerbell’s first standalone public relations account back in 2019. Earlier this month, Thinkerbell was nominated for an industry high 10 Mumbrella Awards.
IAG chief marketing officer, Brent Smart, said: “We know that climate change is having a significant impact on the frequency and severity of natural disasters like bushfires. Australia’s ability to deal with these natural disasters is drastically increased through community preparedness.”
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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