Cartoon Network’s Climate Champions Campaign has reached a major new milestone having witnessed over 7 million challenges now completed within its exclusive Roblox digital world, GameOn.

“Gamification is the best way to seed awareness and visualise climate-related actions so they can be understood and transported into real life,” said Monika Oomen, VP brand, communications, and digital content strategy, Kids EMEA at Warner Bros. Discovery via a post on social media this week.

Cartoon Network’s exclusive digital world deliver the subject of climate change through the medium of Roblox gaming, presenting over 20 climate-related challenges to young players engaging with the platform.

“The response has been nothing short of remarkable,” continued Monika. “As a trusted and beloved kids brand at Cartoon Network we must make urgent and global concerns local and manageable so kids can engage in the way they are most comfortable. Every action counts and together we can make a big difference.”

Speaking with Products of Change ahead of her speaking slot at the Sustainability in Licensing Conference last November, Monika said that Cartoon Network’s Climate Champions operated to hit the “four As required for young people to act: Ability; Accessibility; Agency; and Action.”

“We use our ability to reach huge global audiences with messages around climate change,” she told POC. “One of the biggest barriers to action is a feeling of being unable to make a difference. This generation did not create climate change, yet they are told they must act.

“Beyond content, we wanted to do more to help empower kids to take action, which led to the creation of Cartoon Network Climate Champions. We’ve made a big start, not it’s a case of helping more young people make their climate journey and take action.

“We are constantly looking at accessibility and ways of expanding the Cartoon Network Climate Champions initiative.”