Birds Helping Birds – Earth Day Push From Rovio Uses Angry Birds to Fight Plastic Waste

Apr. 24, 2024

Rovio, the Finnish studio behind the widely popular Angry Birds brand is partnering with EARTHDAY.ORG to mobilize players to reduce plastic waste. The witty campaign, Birds Helping Birds, uses Angry Birds to shed light on the peril plastic poses to wildlife, particularly birds. The main event is taking place from April 2nd-to-29th within three different Angry Birds games.

Rovio is partnering with EARTHDAY.ORG, the founder of the Earth Day movement, to raise awareness of the detrimental impact plastics have on birds. The main event is a 4-week-long activation from April 2nd-to-29th during which players will progressively clean the environment through Earth Day 2024: Planet vs. Plastics themed in-game events and levels. These activations can be found in the following games: Angry Birds Dream Blast, Angry Birds Friends, and Angry Birds 2

Rovio’s top 5 games reach over 18 million monthly active users globally, and the company aims to raise climate and environmental awareness within their audience and the industry. The goal of the campaign is to provide millions of players with quick facts and action items to reduce harms of plastic, and to encourage them to donate for the cause through EARTHDAY.ORG. Rovio will also donate $16k to EARTHDAY.ORG to support the global fight for a safe and sustainable environment for all.

In addition to in-game activations, social media and PR messaging, and collaboration with EARTHDAY.ORG, Rovio is promoting the campaign on Times Square from April 15th-to-21st.

Even though there are more than 3 billion people playing digital games daily, games tend to be an overlooked area of action. With their vast reach, compelling storytelling, and immersive experiences that resonate with players' daily lives, games can be a powerful force for raising awareness and catalyzing positive change.

For instance, Rovio’s Green Game Jam campaign in 2023 resulted in significant spikes in daily new users, daily active users as well as total new users, being one of their best featuring activations of that year. Rovio believes the gaming industry has the potential to make a significant impact on sustainability.