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Humane Society raises awareness, funds via mobile game

January 5, 2012

The Fluff Friends Rescue mobile game

The Humane Society of the United States is letting animal lovers experience what it is like to rescue pets via a new mobile game called Fluff Friends Rescue while also trying to raise funds to help protect animals.

In the game, players are introduced to the real-world challenges of rescuing pets by nursing animals back to health while running their own animal shelter. The game tries to raise awareness of what the Humane Society does while combining empathy for animals with entertainment.

“It’s a new, fun way to interact with people, inform them about the hard work of animal rescue groups, and raise money for our Animal Rescue Team that assists local authorities during natural disasters or cruelty situations such as hoarding cases or animal fighting rings,” said Sarah M. Comis, senior director of business development and corporate relations for The Humane Society, Gaithersburg, MD.

“This game helps expose people to the positive messages about adoption and pet care included the game,” she said.

“There are thousands of local shelters and rescue groups around the country that save animals every day. This game let’s people know that there are wonderful animals available at their local organizations as well as all the hard work that these groups do every day to provide new loving homes to rescued pets.”

Animal welfare
In the game, Every Fluff Friends Rescue pet has a happiness meter which monitors healing and increases happiness as each pet spends time in four different vital areas of pet rehabilitation and nourishment including veterinarian, food, grooming and playtime/fun stations.

By interacting with the animals and making the rounds to each one of these interactive rehab stations, players improve each pet’s outlook as he or she gets healthy and ready for adoption.

Players will also be able to help The Humane Society by purchasing branded items throughout the game. One hundred percent of the net proceeds from the sale of the digital items will go directly to The Humane Society’s animal rescue team, which assists local authorities during natural disasters and man-made cruelty situations such as puppy mills and animal fighting rings.

The game, which is available on iTunes, was developed by game developer MindJolt SGN. It is being promoted through word of mouth and cross-promotion via MindJolt’s social media, mobile and Web presence.

Pet adoption
A future version of the game will include a PetFinder feature that will offer real-time access to real adoptions for pets as well as branded merchandise.

The Humane Society of the United States is the nation’s largest animal protection organization. It has been fighting for the protection of all animals through advocacy, education and hands-on programs for more than 50 years.

“The concept of the game was developed around the notion of animal welfare,” said Colin Digiaro, chief operating officer of MindJolt, Los Angeles.

“There are two clear benefits of the game,” he said. “The messaging around owning and operating an animal shelter, finding animals to rescue and rehabilitating them is, in and of itself, a message that the Humane Society has at its core foundation.

“The second piece is a financial piece. In the game are Humane Society branded items that are available for sale and anytime one of these are purchased, we will pass all of the revenue directly to the Humane Society.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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