Charity campaigns connect giving with familiar activities

Charity campaigns are offering ways to participate through digital possessions, everyday purchases and pet adoption profiles. These approaches connect support for a cause with things audiences already own, buy or use.

Danish charity Kirkens Korshær launched Secondhand Skins, a digital thrift store that accepts donated Counter-Strike 2 items. Players transfer skins, which change the appearance of in-game equipment, to the charity for resale. Proceeds support vulnerable young people in Denmark, extending its existing secondhand fundraising model to digital goods.

Brazilian pet food company PremieRpet launched Nattu Wild, with a portion of sales revenue allocated to wildlife conservation through Instituto PremieRpet. The first supported project, run with Onçafari, focuses on maned wolves and contributes to research using tracking data and biological samples. Buying the pet food provides a way to support conservation through a routine purchase.

Chinese dairy brand Jin Dian partnered with an animal welfare foundation and pet photographer to create ID-style portraits of rescued stray cats, accompanied by personality and health profiles. The campaign connects these profiles to an online mini-program where people can explore adoption, supported by in-person adoption events. The format helps prospective adopters learn about individual cats and take the next step towards offering one a home.