More than a dozen social media and games companies (e.g. Playdom, IMVU), are participating in a new program designed to benefit those affected by flooding in Pakistan and educate consumers about the disaster.
As part of the "Points for Pakistan" initiative, monetization firm Peanut Labs is inviting people to earn virtual currency/goods by participating in an online survey that asks them how familiar they are with this summer's devastating flooding in Pakistan, which has left some 20 million injured or homeless.
The survey provides links for participants to learn more about the disaster, and also directs respondents to donate to Points for Pakistan aid programs administered by the American Red Cross, Oxfam America, and the United Nations High Commissioner for Refugees flood relief programs.
IMVU, RockYou, Playspan, Playdom, NHN USA/ijji, KlickNation, Nvinium Games, Roiworld, 101 Apps, Blue Frog Gaming, and Fish Wrangler have all joined the program to allow their users to participate in the survey within their games and applications.
Several companies have also pledged additional support in the form of matching donation pledges, direct grants, and Pakistan-branded virtual goods. Nonprofit industry groups such as Women in Games International are also taking part in the campaign.
Peanut Labs believes that the data it collects from the Points for Pakistan user survey will be useful in learning how companies or organizations can take advantage of social media for humanitarian causes.
"When we understand how users learn about global events, and how they make decisions about charitable giving, then we can do a better job of leveraging social technology to do good in the world," says Peanut Labs co-founder and CEO Ali Moiz.
Last week, Peanut Labs held an online fundraiser that brought in more than $46,000 in donations that went toward providing food, water, field hospitals, emotional support, telecommunications, and sanitation facilities to those in Pakistan affected by the flooding.
