ChawaChawa is an online gaming portal that allows players to play games for free. Points earned from games can be donated to various "Help Targets" which provide financial support to relief organizations. Corporate sponsors advertise on the site and their advertising fees fund the Help Targets. Players choose a game, Help Target, and compete with others contributing to that cause. This creates a partnership where players, sponsors, and relief organizations all benefit.

1. GAMING FOR A GOOD CAUSE
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© 2011 ChawaChawa UG

2. What is ChawaChawa?
The term ChawaChawa is derived from the ancient Swahili saying "Kidole kimoja haki vunji chawa" which translates into “Cooperation is essential”.
Chawachawa, in cooperation with pixeltamer.net, has
developed the online games portal ChawaChawa.org, a site that
Gamer is connecting various interest groups, such as Gamers, who can
play for free and win points that convert into financial benefits
used for relief goods, the so called Help Targets.
The goods are financed through the profits from advertisement
on behalf of Corporate Social Responsibility (CSR) sponsors.
The CSR sponsors are targeting the sites users via CSR
advertise play marketing efforts and at the same time are engaged in the
relief efforts.
Relief organizations are receiving financial support, are able to
present themselves online and provide an open communication
link with the people in need.
This creates a win-win situation: All involved parties benefit.
CS ns
R- tio
Sp isa
on an s ) CSR marketing is connecting social engagement with
so rg GO promotional campaigns.
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support
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© 2011 ChawaChawa UG

3. Gaming for a good cause
The player chooses a Game and a corresponding Help Target, for which he is competing. Games are available from a wide range of genres like
action or puzzle games. All players that chose the same Help Target are contributing their points to it. In a separate ranking list the players are
assigned the points they personally contributed to the target.
This way the users play for the good cause as well as compete with each other. ChawaChawa is becoming a Meta game itself, which continually
motivates the player to get better and contribute to a good cause.
1. Choose a game 2. Choose a Help Target 3. Donate for free
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4. CSR Marketing: advertising & supporting NGOs
Companies buy advertising space on ChawaChawa and in turn can utilize the platform for online marketing activities. ChawaChawa is also
offering productions services for several other forms of advertising (branded games, logo inserts and video Ads).
Every time a player starts a new game session a video advertisement is being presented upfront. This is how the Help Targets are being financed,
that have been chosen by the player.
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5. CSR Marketing: community & partnerbrands
The CSR sponsor company gets a presence on the ChawaChawa community site that offers several tools to represent their brand. This site also
allows for booking of video and partner brand advertisements. Advertisements appear on ChawaChawa corresponding to the level of partnership
booked.
Community profile Partnerbrands
The logo of the CSR sponsor is
displayed on the start or
The logo of the CSR sponsor is
loading screen of the game.
directly integrated into the
games visuals.
The logo of the CSR sponsor is
displayed in the static header area of
the page and is presented on the start
page as well as all subsites.
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6. Casual Games and the new Gamer with a Cause
Casual games on ChawaChawa.org are bite-sized, easy to access mini-games, similar to Bejuweled and Tetris. They are easy to get into, don’t
require long tutorials or installations and can be played quickly, for instance in the lunch break. Through this they talk to a larger audience than
classic computer games.
Help Targets are establishing the link to the individual relief efforts. Project
descriptions, pictures and progress reports as well as personal field reports
from the community further the dialog and encourage players to engage with
the cause.
Target Group
Age structure Gender
20 - 29 years (21%)
14 - 19 years (19%)
50 + (7%)
male (35%)
40 - 49 years (25%) 30 - 39 years (28%)
female (65%)
➡ Casual Games easy and intuitive to play
➡ Short game in between is possible (5 - 20 min.)
➡ 60% of the target group over 30 years
➡ female, mothers (budget manager / decision-makers)
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7. Casual Games on ChawaChawa.org
The Match3 game field is filled with coloured jewels.
Dragball is explosive! Blow up all the balls as quickly You can swap jewels which are next to each other to
as possible! make a minimum of three jewels of the same colour
in a row horizontly or vertically.
Pac Man reloaded in 3D. The player controls Fugu Pool-Billard is played on a pool table with six
through a maze, eating dots. When all dots are eaten, receptacles called pockets along the rails, into which
Fugu is taken to the next stage, balls are deposited as the main goal of play.
Score points by forming words from individual
Do you know the world? Find the capitals and towns
lettered tiles on the Words game board. The words
on the map. As faster you are as more points you get.
are formed across and down in crossword fashion and
Become a Globetrotter.
must appear in a standard dictionary.
The objective is to fill a 9×9 grid with digits so that
Destroy all bricks only with a litte ball. Boni items and each column, each row, and each of the nine 3×3
extra points will fall out of the bricks, sub-grids that compose the grid contains all of the
digits from 1 to 9.
Maki Is a simple but absolutely brilliant mini game. An up-scrolling retrospace game. In Tako you fly with
Aim of the game is to click the largest amount of your space ship and try to shoot comets, planets and
same colour, connecting stones away. satellites, which will come even faster at you.
Disrespectful games or those of a racist, sexist or violent nature will not be published
on ChawaChawa.org.
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© 2011 ChawaChawa UG

8. Help Targets: Sertshang Orphanage Home
ChawaChawa players are not playing for anonymous monetary benefits but highly visible, dedicated relief goods, the Help Targets. 26 different
Help Targets are available on ChawaChawa.org at the moment.
Help Targets
Learing Area Bathrooms Wardrobe
5.000€ 2.000€ 65€
Library Room for the house mother School bag
7.000€ 4.000€ 10€
Lounge Bunk bed Lamp
6.000€ 300€ 15€
Music dance hall School uniform Gas stove
6.000€ 50€ 350€
53 kids and young adults call the Sertshang Generator Bedrooms for 6 children Desk
Orphanage Home their home and caring, safe 5.500€ 5.000€ 55€
haven. Before arriving at the orphanage their life
was dominated by violence, hunger and neglect -
Children's room Large refrigerator Table
very few of them where able to attend school at all. 4.000€ 600€ 80€
Since 2004 the Nepalese government officially
recognizes the orphanage. That same year has
seen the foundation of the Swiss Sertshang Kitchen Chair
Orphanage Home Association with the goal to 8.000€ 30€
secure the financial means and future of the
orphanage home. Pantry Books for the library
2.000€ 1.000€
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© 2011 ChawaChawa UG

9. Help Targets: Cap Anamur
Each Help Target can be selected by any individual player and will be unlocked by the combined effort of the community. Before each game a CSR
sponsor advertisement is being played. The price of acquiring the Help Targets is already incorporated into the advertising costs and these funds
are being routed through ChawaChawa directly to the relief organisations.
Help Targets
Delivery-Kit for midwifes
1,50€
Special high-calorie food
3,50€
Oxygen Concentrator
1.000€
Malaria treatment
1,20€
The charitable organization Cap Anamur – German Emergency
Doctors e.V was founded in 1979 in Cologne and since then is
organizing and actively delivering humanitarian help throughout the
world and especially in places which are not in the spotlight of the
mainstream media anymore. Cap Anamur supports the strategic build
up of structures that help enhances the life of people in need by
repairing and building hospitals and schools, educating and training
of local personal and delivering building materials, relief goods and
medicine. ChawaChawa is currently supporting three of Cap Anamur’s
projects: Training midwives for rural areas in Afghanistan, relief aid
for victims of the flood in Pakistan and the support of a hospital in
Kongo.
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© 2011 ChawaChawa UG

10. GAMING FOR A GOOD CAUSE
ChawaChawa UG soc ial me dia // cro ss me dia
Developing Partners int era ctiv e me dia // con ten t film
Clausewitzstr. 6
10629 Berlin
bu tte rby the fis hes
Germany
phone: +49 (0) 30 - 34 34 76 90
email: contact@ChawaChawa.org NGO Partners
www.ChawaChawa.org
Cooperation Partners
Visit us on Facebook
http://www.facebook.com/ChawaChawa
@chawachawa @apocalyptica @kasip @midigonzales
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