Campaign uses gaming to address animal testing

The project uses the video game platform to present educational content about animal research and alternatives to animal testing.

We Are Social France has partnered with animal protection organisation One Voice to develop The Memorial, an interactive experience in Minecraft that aims to raise awareness of the use of animals in laboratory testing. The project uses the video game platform to present educational content about animal research and alternatives to animal testing.

The experience places players in a memorial landscape where they can explore monuments dedicated to different animal species, complete educational quests and interact with non-player characters that share the stories of individual animals used in scientific research.

Interactive memorial evolves over time

According to One Voice, more than two million animals are used in laboratory testing in France each year, including mice, rats, fish, birds, dogs, cats, horses and primates. The organisation said the project is intended to help younger audiences engage with the issue through a gaming environment.

The Memorial has been designed to change over time. A real-time counter in the central square tracks the reported number of animals used in laboratory testing, while additional memorials are added regularly to reflect the increasing total. The experience also introduces players to scientific methods intended to reduce or replace the use of animals in research.

Campaign launches during policy debate

Within the experience, players can learn about animals including Charlie, a beagle, and Tiko, a young lemur, whose stories are used to illustrate the impact of laboratory testing.

The campaign launches as policymakers in Europe continue to review animal testing regulations. Earlier this year, the European Parliament approved legislation to ban animal testing for detergents from July 2029 and outlined a roadmap for progressively reducing the remaining animal testing requirements under EU chemicals legislation.

www.wearesocial.com

www.one-voice.fr

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