Campaign 2.0: Turtle vs. Tata, the Game

The objective is straightforward: You, a turtle, must eat as much healthy food as you can while avoiding the Tata demons that threaten your home.

The Pac-Man-style video game is based on a real-life tussle involving endangered Olive Ridley Sea Turtles. India’s Tata Steel has been building a series of ports along the coast of Orissa, in eastern India, along beachfront that also happens to be one of the biggest nesting sites of the endangered turtle. The environmental organization Greenpeace launched the game last month on Pac-Man’s 30th anniversary to protest the project.

Greenpeace oceans campaigner Areeba Hamid says “entertainment-campaigning” has brought hundreds of thousands to the group’s environmental causes.

“Since we have had the same audience for a long time, we do different things online to try to engage new interest,” said Ms. Hamid.

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