Virtual drought hits Farmerama on World Water Day!

Online farmers around the world were shocked to find their fields dry and their animals thirsty as they logged on to their Farmerama account on 22 March. There is no water today on Farmerama! This initiative marks World Water Day and intends to raise awareness of issues of water scarcity.

On 22 March 2013, the drought disaster hit 42 million online farmers around the world who opened their accounts on Farmerama: the fields are dry, the grass is brown, the animals’ tongues are hanging out for lack of water, and the entire farm is a parched catastrophe. Everything planted, cultivated and cared for has fallen victim to the first online, global drought. What now?

The initiative by Saatchi & Saatchi for World Water Day aims to help UN-Water and the EndingHunger campaign of the Food and Agriculture Organization (FAO) of the United Nations call attention to water scarcity and the problems of real-life farmers around the world. Users can simply carry on playing . . . or they can end the virtual drought on their farm by passing on the message or making a donation towards low-cost pumps, water tanks, tubing and other supplies for poor farmers.

Throughout the world, what shocks virtual farmers to the core is experienced every day as a frightening fact of life by real-life farmers in regions plagued by erratic rainfall. The aim of “Farmageddon – the first online global drought” campaign is to communicate precisely this feeling to the online community. 

The idea behind the UN “Farmageddon” charity drive was developed by the Saatchi & Saatchi team in Frankfurt led by Jorg Riommi, Executive Creative Director, and Dirk Göbel, Managing Director. The campaign is embedded in the online strategy game by Bigpoint, creators of Farmerama. “Farmageddon” is the first significant project created by Saatchi & Saatchi for the United Nations.

More on “Farmageddon” / make a donation >>

FAO - Ending Hunger campaign >>