The document outlines the game concept of empowering women farmers through a mobile game. It discusses the story, mechanics, marketing plan and budget for a game called "Deprived" which follows the journey of a girl named Aarya who starts her own farm to support her family and combat gender inequality faced by women farmers. The game aims to raise awareness of issues such as lack of access to resources and unequal treatment of women farmers while being entertaining for its target audience of 16-25 year olds.

1. Hunger CombatA Presentation by Neulam

2. Sustainability
Innovation & Creativity
Trust
Enhancing Lives
PR & Communications
Brand Management &
Advertisement
Creativity
Marketing
Production & Media Management
Resource Development
Pro Bono!
Who we are
Brand Values
What we do

3. The Cause
Women’s Rights

4. The Facts
Are still often not recognised as farmers
Are a separate category than “farmers” in agricultural documents
Have less access than men to Government support
Are invisible to policy-makers
.Are Instrumentals– exclusively or primarily focusing as a means to deliver
broader social gains rather than for reasons of gender equality or
women’s empowerment
Women

5. 70%
Of world’s farmers are women, but most programmes that
offer farmers credit and training target men. This is unfair
and impractical”.
Hillary Clinton, US Secretary of State
The Facts
Of women in developing world, account for these farmers and are producers
food. Yet, the majority of people going hungry worldwide are women and girls60 - 80 %
Source: Action Aid

6. The Facts
Source: FAO
Access to resources will boost agricultural output in developing countries by
2.5% - 4.0%
Gender Yield Gap
Women farmers typically achieve yields that are 20% - 30% lower
than men. Women are just as efficient as men and would achieve the same
yields if they had equal access to productive resources and services.
Impacts of Gender Gaps in Agriculture
Equal
Reduce Number of Undernourished people by
100
To
150 M

7. The Facts
Female Share of the Agricultural
Labour Force
43% of the agricultural labour force is
comprised of women in developing
countries and account for an estimated
two-thirds of the world's 600 million
poor livestock keepers.
Female Share of Population Economically Active in Agriculture
Source: FAO

8. The Facts
Percentage of Male and Female Employment
Distribution of Male & Female Employment
79% Of women in the least developed countries
report agriculture as their primary source of
livelihood.
48% of economically active women worldwide.
Source: FAO

9. The Facts
Women employed in Agriculture and engaged in unpaid family
Work. 2007
Rural Working Hours
Rural women work longer hours than men, when
one takes into account both paid productive and
unpaid reproductive or domestic and care
responsibilities.
Source: FAO

10. The Facts
Share of Male and Female Agricultural holders in main
Developing Regions
Land Rights: Share of Male and Female
Agricultural Holders in Main Developing
Regions
In many societies, laws, traditions and access
bar women from owning and inheriting land.
Hence, are considered as not the most
‘productive’ farmers
Source: FAO

11. The Facts
Source: FAO
Female Share of Population Economically Active in Agriculture
Access to Inputs and Technologies
The vast majority of studies have found that
differences in yields between men and women exist
not because women are less skilled but because
they have less access to inputs such as improved
seeds, fertilizers and equipment.
Fertilizer use by Female and Male headed households

12. The Game

13. The Game is…
UNIQUE The only existing game addressing the rights of women farmers.
ADDICTIVE Marketing and Game strategies make the game become a part of
the gamers life.
It will address the importance the role Women
farmers play in the farming industry and the
Gender Inequality they face.
THOUGHT PROVOKING

14. Demographics
Target Audience Age 16 - 25
Gender Male and Female
Economic Background Lower Middle – class and above
Behaviour Segmentation
Frequent gamers
Creators - Blog publishers and reviewers
Critics - Blog and online forum commentators
Spectators - Having connections on different
social networks and generally spend time on
reading others blog

15. The Game
Languages
Games in different languages to increase
our potential player base.
English
Españ ol
Franç ais 中文
Launch

16. The Game
Compatibility
SMART PHONES
Compatible with Android and Iphones systems
FACEBOOK

17. The Game
Objectives
SUPPORT Women farmers to mitigate or lessen the worst impacts of rising prices
on themselves, their communities and their countries.
RAISE Social awareness on a global scale the contribution women makes. To enable
and empower women farmers with Farming and Entrepreneurial Skills.
Agricultural policies favouring women farmers. The result will be a decrease in
hunger and mortality rates of children. Increase productivity by acquiring skills.PUSH

18. Game Mechanics

19. Game Mechanics
Episodes will enable a smoother transition to different
stages of the game. Each episode has a different
scenario with Ten Levels.
Episodes
Game
Each
Social
Completion
Game Episode provides a different Objective to cover
various issues relating to the rights of women
farmers.
Media sites will allow an understanding of gamers
preference.
Of an Episode there is an option of either waiting for 24 hours or
purchase the episode for £ 0.69.

20. Game Mechanics
Collected overtime
Enable players to buy farming implements.
Motivate players to play the game and
collect seed points to purchase better gadgets
Educate players that with the proper farming
equipment, will enable women to perform
strenuous tasks.
The game will have a store which will sell farming
implements E.g. A tractor will cost 20000 seed
points.
Seed Points

21. Game Mechanics
Represent the life lines of the player.
Player will have 5 lives.
When the player runs out of lives, he/she
will have to wait for 10 minutes.
Alternatively he/she can send a request to
his/her friends on Facebook.
Seasons

22. Game Mechanics
The Tree of Knowledge
The Tree of knowledge in the game will
provide players with facts and plight of
women farmers across the world.
After completion of each level, the tree of
knowledge will pop up with facts about women
farming rights.

23. Game Mechanics
It will act as a motivation Booster
when a player achieve Excellent
results.
Accolades

24. Game Mechanics
Scoring
Plough, sow, water- she/he will get 20 points for
each right move.
Actions
Bonus points for early completion
of Levels.
Positive Remarks
Exceptionally performed tasks
will be commended –
Amazing work, Good Job.
Bonus Points

25. Game Mechanics
Fixation
Research reveals that making a gamer wait actually
makes the game more addictive.
Play an hour without interruption. After that,
the gamer would have to wait ten minutes to play the
next level while the game reboots itself.
The player can either allow the game to reboot entirely for
an hour or wait intervals of ten minutes each and play level
by level.

26. Game Mechanics
Risks and consequences
The Importance of Push Notification
Players will be notified when they have not played for
3 days.
On the fourth day, it will send an alert to the player
cautioning that the land is in need for attention.
For example, after the sowing level in Episode 1,
Level 2, a player is required to water the land,
in failing to do so, the land will dry up. This will affect
the player’s progression. In this case the gamer
would have to ask for their friends help or play an extra round.
This round will also test their knowledge
on women farmers rights with one correct and one wrong answer.

27. Game Mechanics
Pop up explaining the
Level, Episode and
Instruction. Example:
Help Aarya water the plant
in 2 Minutes.

28. The Game

29. Story Board
Deprived

30. The Game

31. Back-story
Girl who is unable to go to school due to poverty
and of good food.
.
To help herself and her family come out from this vicious
cycle of inequality and torment by starting her own farm
This proves to be a very fruitful and
positive initiative
Wages makes it hard to support her family
AARYA
Adolescent
Deprived
Unequal
Decides

32. The Game
Will have a
map of farms
and markets
that Aarya
progresses
Can be linked to
Facebook. Request
lives from
friends, or unlock
episodes, publish
their success
story

33. Episode One
A Woman Can Farm
The challenges which Aarya faces as she begins
her own farm in her backyard.

34. Game Stages
Ploughing: Aarya has the task
a plough the farm in her back –
yard.
Objective: Clear the land for
for farming activities.
Target: Find a maximum of
100 seeds in One minute.
Outcome: To provide food for
her family.
Level 1

35. Episode Two
Equal Access to Land and Ownership
To start a community of women farmers
and farm the land.

36. Flyers: Aarya needs to reach
out to other women.
Objective: Send leaflets to mail
boxes - aim and send the flyer
to hit target. Accuracy is the
challenge in a given time frame.
Target: Maximum of 20
mailboxes in 2 minutes.
Outcome: As she successfully
reaches out to other women, the
player forms a group of women
farmers.
Game Stages
Level 1

37. Episode Three
Equal Work and Equal Play
Aarya and her team of women will work in a cocoa
farm. Women toil and perform labour intensive
roles in farming, however, they are not given
equal and fair share.

38. Cocoa Picking: The player
needs to pick the cocoa pods
in a given time
Objective: The challenge is to
distinguish damaged or spoilt
cocoa pods.
Target: Earn 10000 seed
Points in 2 minutes .
Outcome: After successful
Cocoa picking, Aarya will
Take the pods to the market.
Game Stages
Level 1

39. Marketing Plan

40. Promotional Material
Trailer Video
Deprived
90 seconds or less video trailer with attention
grabbing introduction and an end with call-to-action.
5 seconds of the game promo will have a message
claiming it to be for a social cause.
Screen shots
Will be posted onto all our
social media sites.

41. Promotional Material
Induction and trial of our game.
Introducing the theme of the game selling point/unique element,
social agenda of the game, philosophy and ethical values,
genre, and why it is better than other farming games.
Company’s contact information.
Screenshots and trailer video.
Hyper links.
Inviting game developers, media journalist from local and
international publications, and Target Bloggers.
Press Release
New
Delhi
Lagos
London

42. Promotional Material
Lago
Strong visual
Call-to-action bottom to play the
game and be a part of the Hunger
Combat community on Google+.
Landing Page
Grabbing Headline
Social sharing icons

43. Promotional Material
And opinion pieces will be featured on our blog
relevant to the game’s main objective
Development Blog
One
Promote
Link
Journey
Post per week
Through our social media pages
To home page, RSS Feed, email subscription, social
subscription social sharing buttons, and “share” button
Of the game and Motivation
Articles

44. Publications
Article In Top Publication, and Game and Women’s Right Blog
Contact Targeted publications and game Bloggers
with press kit
Emphasis
Social change aspect of the game and rights of
women farmers
Build Build friendship/networking relationship with media
as they are crucial for future brand campaigns

45. Fan Base
Social Media
Building & Maintaining fan base
Post screenshots of later episodes/stages
and evoke curiosity of the player. Post facts
on female farmers and women rights.
Upload news of the game
like new episode or new
tools and themes.
Language And Tone will change, as these platforms have
different form of communicating with its audiences.
Ask audience to actively participate
to make them feel a part of the
movement for women farmer’s rights.
Example of competition: buy all
groceries from women farmers.
Create hash tag of the game. Gamers/participants of
the contest in Google + will be able to post their
participation on Instagram.
Upload trailer of the game and hyperlink
the YouTube page in all the other SNS.

46. Fan Base
Active
Building & Maintaining fan base
A. Provide updates via blog and website and
address issues concerning women farmers
B. Comments and Question will be encouraged and
initiate engaging discussions..
Participation in forum blogs and other relevant sites
Participate In game jams and other events
Convert
Visitors into fan with game content

47. Fan Base
Participate
Games for Change Festivals
In the Games for Change Festivals.
.
Opportunity
To present our game and access world leaders
in gaming and social change and funding avenues
may be secured for developing the game.

48. Future Scope
Collaborate
Games for Change Festivals
With Kellogg’s, as they actively work against children
going Hungry in the UK.Partner
With a phone software (Windows or Android) to
increase fan base.

49. Market Analysis
No Existing Direct Competitors
Indirect Competitors Candy Crush. Farmville and Farmer Jane (Inactive)
Our Game
Aims to overcome the issues overlooked by Farmville and Farmer Jane with a strong
involvement with gaming communities and an active presence on SNS.
Sustainable Business model
Future Future stages and episodes, post the first launch, will be based on gamers’
preference .
Specified Target audience with focused objectives
Challenges Provokes, Engages yet an entertaining game.

50. Market Analysis
Impart Knowledge through popular role-playing genre with rewarding results
Maintain
Social message and entertainment level equally in contrast to Half the Sky Movement
and possess well-refined audio-visuals, game logistics and mechanics like our
Indirect competitors
Message
Future stages and episodes, post the first launch, will be based on gamers’
preference .
Specified Of social change and close attention for both pre and post launch marketing is a
strength
Challenges Provokes, Engages yet an entertaining game.
Regular Software updates to avoid malfunction and prevent disappointment of players.

51. Market Analysis
In-Built Donation model (player buys episodes and lives), which makes it easier for the player
Female
Protagonist might weaken attracting male players due to their low level of interest in
women farmer’s rights. Addictive mechanics of the game and viral marketing might
overcome this.
Challenging
Existing market leaders by Improving game mechanics and regular participation in
gaming communities might strengthen our presence in the gaming market.
Attract Leading organizations and brands supporting women farmers rights to create growth
opportunities through Tie-ups
Unique Concept supporting the cause of women farmers is an opportunity to overcome the
tarnished reputation of farming games. Gaming elements which stresses a society which
is reliant on the progress of women farmers.
Future
Scope of expanding into other operating systems and devices, to attract more
gamers. Our post-launch strategy ensures that payers feel a part of the game.

52. Game Budget
Deprived
Social Login rights £6,600.00
Activity Feed £13,160.00
Custom User Interface £26,300.00
Accept Payments £13,150.00
Audio / Music £13,150.00
Payment Administration £19,730.00
Feedback System £26,305.00
SMS Integration £13,150.00
Reporting £19,730.00
Design work ₤3,700.00
Server side ₤7,400.00
Final Application formulation ₤7,400..00
Miscellaneous (project
management, hosting fees for
a year, debugging and
unforeseen delays)
₤3,100.00
Total £172,875.
£
£
£

53. Thank You
Neulam
Group: 6
Carley Debbie Nicole Ren Riam
http://neulamcct.blogspot.co.uk/
Story Board: Carley
Illustration & Visuals: Ren