Global children's aid organisation Unicef has launched an online tool that asks PC gamers to mine cryptocurrency to help children in war-torn Syria.
To participate, players can head to the Game Chaingers site to install software that will start generating Ethereum coins (the second highest valued cryptocurrency behind Bitcoin) and automatically send them to Unicef's electronic wallet.
The campaign specifically targets gamers because gaming PCs have the high hardware capabilities (specifically their powerful graphics cards) that make mining possible. Between gaming sessions, a high-end machine could generate the equivalent of $2-3 per day for Unicef's efforts.
Tools like Game Chaingers let consumers redirect their existing resources into positive action. These habit changes in turn create lasting awareness of the brands that enabled them to take such steps.
"What interests us is to use this cryptocurrency as a painless way to contribute," said Unicef on its website. "Through the use of mining, we create an opportunity for those who cannot give, or have never had the opportunity to do so."
For more on how brands can make consumers an active and integral part of initiatives to create a better world, see Creating Shared Value: Sustainability Marketing. To read about prominent digital channels of the moment, check out 7 Platforms to Watch in 2018.