Cartoon Network Climate Champions tackles water awareness

Teaming with Wastebuster, the broadcaster's new EMEA campaign seeks to spotlight aquatic conservation through everything from eco-challenges to a Roblox integration.
June 3, 2024

Cartoon Network Climate Champions is rolling out a new water-focused awareness campaign in the EMEA region with UK nonprofit org Wastebuster.

Looking to reach the channel’s core audience of six- to 11-year-olds, this cross-platform initiative kicked off today with a series of water-themed challenges (to reduce shower time and clean up beaches with family, for example), trivia and quizzes on the Climate Champions’ official microsite and app. 

Roblox—an increasingly effective Gen Alpha engagement tool—is also playing a role in the campaign. WBD’s Cartoon Network Game On! will feature a handful of water-themed missions like “Rain Catcher” (players help Craig from Craig of the Creek place rain barrels around the park) and “Bottle Hero” (pictured, giving Robin from Teen Titans Go! a hand with distributing reusable water bottles). Cartoon Network’s branded Roblox world has been visited more than 34 million times since launching in December 2022, 

But this isn’t the first time the broadcaster has bridged sustainability and gaming on Roblox. Just last month, it teamed up with net-zero racing team Envision for a Climate E-Racers experience in the Game On! world that allowed players to build a car out of e-waste and learn about recycling.

These latest efforts are all timed to align with Wastebuster’s Water Week, which runs until June 9. And Cartoon Network will keep the momentum going for the rest of the month through on-air promos and social media content (on TikTok and YouTube) highlighting the importance of water conservation. The channel also plans to share some of its content with Wastebuster for its website and educational resource packs.

This campaign is designed to reflect the UN-Water 2030 Strategy, which seeks to boost awareness/action relating to sustainable water management goals.

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