Warner Bros. Discovery & Reliance Games to support UN Environment Programme's (UNEP) Tide Turners Plastic Challenge.
In commemoration of World Environment Day, Reliance Games is proud to announce a unique initiative aimed at raising awareness about the hazards of plastic among children and youth. Building upon the tremendous success of last year's campaign, which reached 1.5 million youth and encouraged them to collect an impressive 250 million virtual plastic bottles, the studio is expanding its efforts to support the UN Environment Programme's (UNEP) Tide Turners Plastic Challenge for World Environment Day.
This global initiative engages youth in addressing
the urgent issue of plastic pollution, which poses a threat to life in oceans,
rivers, and land. Notably, Reliance Games will incorporate the issue of plastic
pollution into its popular game, Little Singham, and introduce a brand-new
game, Little Singham Cycle Race, both designed to educate and entertain players.
POGO’s Little Singham, one of India’s leading
animated IPs, with its unique and quirky storylines, has been engaging,
inspiring, and captivating millions of kids across the country since its
launch. The show’s growing animated universe and the new range of games extend
the fun and frolic to a wider audience sphere. As part of that, Reliance Games expands its program with two of its fan-favourite titles,
Little Singham and Little Singham Cycle Race, boasting an impressive 75 million
downloads. These games embark on a new campaign to educate players about the
detrimental impact of plastic pollution.
The in-game activation is part of Reliance Games'
support of Playing for the Planet (www.playing4theplanet.org), an initiative facilitated by UNEP which works
with the games industry to decarbonize the industry and test green activations
in games.
Through inventive gameplay mechanics, players
actively collect virtual plastic bottles and prohibited plastic items,
reinforcing the significance of reducing, reusing, and recycling plastics. Both
games prominently feature the World Environment Day "Only One Earth"
logo, underscoring their commitment to global environmental preservation.
The Tide Turners youth program, backed by the
worldwide Scout and Girl Guide movement, engages an impressive count of 500,000
youth across more than 30 countries.
Atul
Bagai, Head of UNEP's office in India, emphasized the importance of raising awareness among young
people, stating, "At UNEP, we
were impressed to see the integration of the plastic theme in Little Singham
that saw some 250 million virtual plastic bottles collected in the game.
Educating people about what actions we can all take to change our relationship
with plastics is key. We need more games like this serving to educate and
inspire more young individuals to become environmental advocates and help us to
Beat Plastic Pollution."
This collaboration is part of the Playing for the
Planet initiative, launched by UNEP in September 2019 at the UN Climate Summit.
The initiative aims to mobilize the gaming industry to create awareness about
pressing environmental issues. Reliance Games/Zapak, alongside Sony, Microsoft,
Ubisoft, and Supercell, stands as one of the founding members of this
ground-breaking movement.
Mumbai, June 05, 2023
