Club Penguin is challenging its flightless friends to fill the online world’s lighthouse with the coin of its frozen realm. The popular social site for kids has promised to make a $2 million donation if members donate enough in-game coins to meet that goal, funds which will then go toward improving the real world in Club Penguin’s fifth annual Coins For Change program.
The campaign runs from Dec. 15 to 27, during which Club Penguin members who donate their virtual currency also can designate which of the pre-selected charities will receive the donation from Disney Online Studios. Club Penguin has chosen causes that it determined are particularly important to its membership: medical services, safe housing and protecting the earth.
Members earn the coins as usual, by participating in Club Penguin activities like games and competitions. Coins cannot be purchased, but real-world toys, books and other merchandise typically come with unlock codes for in-game currency. Membership costs $7.95 a month or less; non-members can also earn coins and donate to Coins for Change, but their Club Penguin activities are limited.
“I am continuously amazed by the commitment and passion our players have for helping improve the lives of others,” said Lane Merrifield, one of Club Penguin’s co-founders and executive vice president of Disney Online Studios. “The Club Penguin community has already helped more than a million people all over the world through Coins for Change and I hope by doubling the donation, they can help even more.”
Last year, more than 3 million kids contributed 12.2 billion virtual coins during Coins for Change. Club Penguin has helped fund schools, libraries, health clinics, clean water programs and more in 40 countries as part of previous campaigns (see video, below).
Club Penguin is fully compliant with COPPA (the Children’s Online Privacy Protection Act ) and uses filtering technology and live moderators to maintain a safe environment. Its snowy world contains no third-party advertising and is available in English, German, Portuguese, French and Spanish.