• June 30, 2009

Pebbles, a Post cereals brand, is launching PebPals, a philanthropic campaign that supports Australia Zoo Wildlife Warriors Worldwide - USA.

The late Australian conservationist, Steve Irwin, together with his wife, Terri, founded the charity Australia Zoo Wildlife Warriors Worldwide - USA, which supports animal conservation by raising awareness and funds for its wildlife conservation projects around the world. Of the $50,000 donation made by Pebbles, $20,000 will benefit Australia Zoo Wildlife Warriors' Steve Irwin Day campaign, and $30,000 will benefit the charity's wildlife conservation projects through the PebPals games.

Post and Razorfish collaborated in creating the campaign. Razorfish helped create the digital strategy driving the new promotion, and designed the supporting digital advertising campaign. It also worked with game developer BlackDot to create four conservation-themed mini-games that include educational tips about endangered species.

Four million packages of Post's Pebbles carry promotional PebPals trading cards, which challenge consumers to adopt up to 10 PebPals characters via Postopia.com, Pebbles' long-running destination site that receives about one million unique visitors per month. Visitors can bring these characters to life, play games and earn points. The more kids play, the more points they can earn, and the more they can give to their favorite Australia Zoo Wildlife Warriors Worldwide - USA conservation project. --Tanya Irwin

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