MetaMinding Lab
Escape To Freedom: In-game brand experience for Amnesty International
Amnesty International needed Gen Z to meet a human-rights story inside a game, not beside a banner. Escape To Freedom is the Roblox experience MetaMinding Lab built for that brief.
The challenge
Awareness campaigns about refugees and human rights compete with everything else on a phone. Amnesty needed a format people would choose to enter, and a way for play to support the organisation’s mission rather than sit next to it as an ad.
Why games
Gen Z already spends long sessions in games. A playable story can carry a real case further than a skipped pre-roll, and it gives the organisation a place to keep the conversation going after the first visit.
The experience
Escape To Freedom is a Roblox game inspired by real stories. It raises awareness of human rights and the situation facing refugees, and it opens an in-game path for donations and virtual goods so support can happen inside the experience.
Distribution
The experience runs on Roblox and is part of the work MetaMinding Lab distributes through the MetaMinding Game Network, alongside other brand and NGO activations.
Results
The project reached 470K+ unique players, with sessions of about 10 minutes. Players described the story as a direct way to understand what people go through in war. Amnesty’s Growth and Fundraising Director, Daniel Gamboa, called the outcome a shared success and said the collaboration felt like working with an internal team.