Cartoon Network presses play on Roblox in the race against climate change

Following findings from the UN that electronic waste (e-waste) is the world’s fastest-growing domestic waste stream, brands are stepping up to enforce change. Cartoon Network EMEA has recently teamed up with Envision Racing to engage children in the race against climate change on Roblox, as part of the Cartoon Network Climate Champions campaign.

E-waste is impacting lives across the world, with the World Health Organisation calling e-waste the ‘next growing threat to the environment’, and e-waste production expected to reach 82 million tonnes globally per year by 2030. Now is the time for change, and tapping into the younger generation who will be affected most is key.

Straight from Formula E (a motorsport championship for electronic cars), net zero racing team Envision Racing and Cartoon Network Game On! Have launched an immersive experience on Roblox for youngsters and introduced their all-new Climate E-Racers activation, aimed to inform, engage, and empower children about e-waste during playtime.

The experience is the next addition to the Cartoon Network Climate Champions initiative on Roblox, and it will enable players to race each other in vehicles customised using e-waste they collect around the game, completing Climate Champions Challenges along the way.

This activation marks a significant step forward in immersing playtime with vital education surrounding e-waste. The development of gamification for good is transforming the way children learn and interact with brands. Aside from this experience with Cartoon Network, Envision Racing has long paved the way for brand excellence in the space, and in 2023 the team unveiled the world’s first fully driveable race car made entirely out of e-waste.

Fulvio is a proud member of Greenmakers, a Wavemaker community on a mission to help all staff and the wider network live a more sustainable lifestyle, in and outside of the office, to aid our clients’ sustainable growth and to help make a better future for everyone.

Outside of Wavemaker, Fulvio volunteers as a speaker for Climate Ed, a London-based charity which empowers children to gain greater knowledge about climate science and carbon literacy, inspiring them on how to take practical action on climate change.

Following WPP’s Net Zero commitment, GroupM and the agencies within have been working on the best and most accurate way to decarbonise media. By working with our media partners, competitors, industry bodies and more we aim to have a standardised approach that will help reduce emissions for the whole industry. Find out more about our net zero commitment, carbon calculator and our global framework for media decarbonisation.