This Social Innovation Game Plan was produced by Sascha Goto as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: SASCHA GOTO
Country: USA
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. WORKING DRAFT
Last Modified 08/02/2014 12:59 Pacific Standard Time
Printed
Global Week of Action
2015
WORLD VISION
August 2, 2014
Proposal

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Executive summary
With ~500 days left until December 31, 2015, the deadline of the Millennium
Development Goals (MDGs), to achieve the goals of reducing child mortality by two-
thirds and maternal mortality by three-quarters, action is increasingly vital.
Every year 600,000 women and 7.3 million children die either during birth or within
the first four weeks after birth.
A new campaign will incentivize new and existing supporters to help lower these
rates, and reach the MDGs: Introducing the #hellosunshine campaign
The sun is the source of all life. It symbolizes warmth – both physical and emotional.
The campaign is built on the desire to preserve and nurture (new) life – and uses
yellow as its core color theme.
The #hellosunshine campaign includes the following corner stones:
▪ The social media hashtag #hellosunshine
▪ A selfie contest (leveraging the yellow color theme and hashtag, as well as the sign
for “sun” in sign language)
▪ Sponsors that fit into the topic of (new) life and (emotional) warmth
▪ Celebrities involvement (both national and international)

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Contents
▪ Visual Awareness: #hellosunshine
▪ Giving Back: battle for most “generous”
▪ Gamification: the sunshine factor

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Participants’ and sponsors’ involvement in the #hellosunshine campaign
Posts with the hashtag will increase awareness about the campaign. Participants are asked to
post pictures of (new) life using the hashtag. In return, World Vision will post pictures of children
and mothers who have been helped by donations, combined with a thank-you note.
Potential sponsors and their involvement:
▪ One or more social media platforms, e.g., Facebook, Twitter, Instagram
Donates money for every 1000 posts, and every minute that #hellosunshine is trending
worldwide
▪ A mobile technology company, e.g., Samsung
Donates money for every 1000 posts made with a Samsung mobile
▪ A connectivity product, e.g., Skype or WhatsApp
Donates money for calls or conversations, e.g., with your loved ones, containing
#hellosunshine
▪ A food company, e.g., Kraft Foods
Donates food for Kraft products bought that contains the #hellosunshine symbol
▪ A fashion designer and/or fashion design company or magazine
Releases a #hellosunshine collection of pregnancy and children clothes, with all earnings
getting donated

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A selfie contest, kicked off and supported by celebrities worldwide
Selfies are everywhere. It is one of the biggest trends. It became the
Oxford World of the Year 2013 because of its drastic climb in usage.
An easy way to get involved is to post your selfies with the hashtag
#hellosunshine. The picture should ideally show you make the sign
language sign for “sun”. A worldwide selfie contest will spark and
incentivize people to use the hashtag.
To kick off the contest, celebrities and government officials are asked to post #hellosunshine
selfies of themselves. Pregnant celebrities, e.g., Alicia Keys, can be asked to exclusively post
the first picture of their newborn with #hellosunshine.
The technology sponsor, e.g., Samsung, gets involved by using their displays or creating the
billboards. They would display the top 100 selfies but also a live stream of selected
#hellosunshine posts, including World Vision’s own posts of saved children and their mothers.
All billboards and displays show the #hellosunshine symbol, a QR code, and a web URL.
The “Make Change Happen” website will contain detailed information about the current goals,
e.g., targeted social media reach, targeted amount of money, and how much progress has been
made. Naturally, the selfie contest will be hosted there, with the ability to upload new selfies, and
view pictures of “saved” children and mothers in affected countries – with regular updates on
how they are doing. Obviously, the site contains multiple ways to donate money, or share
information (via Email, SMS, Social Media).
Participants can vote for the best selfies on the “Make Change Happen” website. The current
top 100 selfies are displayed on a huge billboard or video display in major cities all over the
world, e.g., New York’s Times Square, or Tokyo’s Shinjuku.

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Contents
▪ Visual Awareness: #hellosunshine
▪ Giving Back: battle for most “generous”
▪ Gamification: the sunshine factor

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With new sponsors and (existing) supporters, the “battle for most
generous” is commenced
A World Vision loyalty program will (re-)incentivize sponsors and supporters to get involved and
donate repeatedly.
Corporate sponsors will be put into categories, e.g., technology, food. The amounts of donated
money will be made public through the World Vision website. Visual representations in pie
charts show which sponsor has donated the most within a specific time frame, e.g., a month.
Google
57% Samsung24%
Apple
19%
Example pie chart
October 2014
Technology companies
This will spark a competition for “most generous” sponsor –
both within a sponsor category, as well as overall.
“Winning” sponsors will receive the opportunity to place a
product or brand in a World Vision ad or commercial.
Individuals can also get involved. This is part of the Gamification Design on the following pages.

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Contents
▪ Visual Awareness: #hellosunshine
▪ Giving Back: battle for most “generous”
▪ Gamification: the sunshine factor

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Individual involvement
Individual supporters can participate in a similar competition/game on a local, regional, and
global scale. Instead of industry categories, they get grouped by geographical location (city,
state, country), or can form their own groups.
Their involvement is measured by the “sunshine factor”, a score based on
▪ social engagement, e.g., number of #hellosunshine posts
▪ donated money, time or other helpful actions like sending an email to government
representatives
▪ referring new participants, or re-enabling old ones
A number of badges and levels helps to keep participants motivated to continue “playing”.
Examples:
▪ A sunray badge for posting 10 times with #hellosunshine
▪ A star badge if you donate any amount of money
▪ Badges can be levelled up for repeating the tasks, or for reaching specific milestones
A leaderboard with the current individual, and group scores is available on the campaign
website, and occasionally displayed in public.
A mobile app gives you a real-time overview of current scores, incl. people you are connected
with, e.g., via social media, and sponsors. It allows you to make donations at any time.

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The players
Main target group for the campaign, and its accompanying gamification program are women (in
first world countries) between 18-39. Saving young children and mothers will likely “speak” to
them.
The mission
The goal is to increase awareness, increase donations, and reward participants with a positive
emotional experience.
The game
The game uses points, badges, levels to track your individual game progress.
General game mechanics
▪ Each #hellosunshine post: 2 points
▪ Donate money: 10 points per USD, e.g., 70 USD = 700 points
▪ Someone you referred/recruited donates money: 1 point per USD, e.g., my friend donates
70 USD, she receives 700 points, I receive 70 points
▪ Get into the list of top 100 selfies: 1000 points
▪ Get into the top 10 selfies: 5000 points
▪ “Check-in” (on the mobile app) near a #hellosunshine billboard or video display: 50 points
▪ Follow a celebrity who posted a #hellosunshine tweet within 24 hours: 50 points
▪ Receive points by redeeming codes on sponsor’s products
DRAFT

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Special mission
As a monthly special mission, players get the option to “subscribe” to an individual (newborn)
child in a developing country for the duration of 4 weeks. During that time frame, you can
check-in (through a website or the mobile app) to see pictures and updates on the child, and
how it is developing. As part of the updates, a player learns more about the individual child as
well as its environment, e.g., geographical, political information.
For each day you “check in”, your score increases. At the end of the 4 weeks you receive the
option to continue accompanying the child as a UNICEF supporter.
Special mission game mechanics, for a 28 day time frame:
▪ Each day checked-in: 100 points
▪ 7 consecutive check-ins: 500 points
▪ 24 total check-ins: 2000 points
▪ All 28 check-ins: 5000 points, and a unique “BFF” badge
You also get the first month of a 6-month UNICEF supporter status for free
▪ Donate money: 15 points per USD, e.g., 70 USD = 1050 points
▪ Any donation you, or someone you refer, makes during the time frame gets doubled by
World Vision and a sponsor
▪ Check-in within 4 hours near a #hellosunshine billboard or video display: 100 points per
player, e.g., 6 players check in within 4 hours in front of the Times Square #hellosunshine
display gives all 6 players 600 points
▪ At the end of the 28 days, the top 100 players are featured on the “Make Change
Happen” website
DRAFT

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Conclusion
The #hellosunshine and “Make Change Happen” campaigns will increase
awareness, get people involved, and convey positive emotions by providing direct
and immediate feedback.
They address everyone who treasures life and enjoys seeing (new) life blossom.
At the same time it enables World Vision as well as (corporate) sponsors worldwide
to increase awareness, and improve their reputation. It combines sponsors’ desire to
receive attention with concrete actions to improve the health and survival rates of
women and children, esp. in developing countries.

14. Winners announced during Finals Live Stream
9am (PDT) Saturday August 9, 2014
www.theloyaltygames.com