To combat the ongoing global malnutrition crisis, The Eleanor Crook Foundation (ECF), a U.S. philanthropy dedicated to fighting global malnutrition through advocacy and research, launched LifePack – an initiative aimed at uniting the video game industry to end severe malnutrition by raising money through in-game purchases. Every 25 cents raised through LifePack will provide one life-saving Ready to Use Therapeutic Food (RUTF) packet to a child in need. Three packets a day for six to eight weeks can bring a child back from the brink of death ECF and hive worked with Thinkingbox to create a unique free-to-play game featured on the LifePack website. Inspired by retro arcade games, the game allows players to directly battle the enemy malnutrition in game. To celebrate the launch, gamers will be able to “unlock” a day’s worth of RUTF every time they play with a goal of unlocking 10,000 day’s worth of RUTF in the first week.

Every 11 seconds a child loses their life to malnutrition; More than 50 million children worldwide are at risk.

Child malnutrition is a huge global problem that the gaming industry is perfectly placed to tackle. We're excited to bring this opportunity to our gamers and call on the broader industry to join us. With the power of gaming we can save 1 million kids, and this is just the beginning. (Tilting Point)