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Non-profit group turns to video gaming to promote wilderness conservation

CPAWS releases “Caribou Ninja Game”

Play the game now!

The Canadian Parks and Wilderness Society (CPAWS) is pushing the power of the Internet for not-for-profit organizations by unveiling a new video game on Youtube today. Designed to spread awareness of woodland caribou threats and entertain, the game challenges players to become a Caribou Ninja as they’re matched up against caribou-seeking villains. 

Aimed to test agility and knowledge, the game requires players to move through the Ninja levels as they earn their belts until they’re certified as a Master Caribou Ninja. Winners are led to a secret vault and awarded a prize. Players are invited to share the game with their friends on Twitter to be entered in a special prize giveaway.

“It’s always challenging for a non-profit organization to reach people and to connect with them on our issues; this game is designed to connect while entertaining. We want to get the importance of conservation across but at the same time, we want to be innovative and creative,” said Éric Hébert-Daly, CPAWS National Executive Director.

“The Caribou Ninja Game is really a form of edutainment. People are sometimes hesitant to hear about conservation, but through the ninja video game they’re learning while playing.”

“We understand that our future conservationists are spending more time on-line than just about anywhere else these days. So we’re reaching out to them “in their own backyard” adds Hebert-Daly.  CPAWS has been successful in the past in engaging people through innovative use of the web.  CPAWS’ “Celebrate Parks Video Contest” last year, supported by Parks Canada, received over 30,000 unique visitors and generated almost 100 videos. This low-budget contest was driven almost entirely through social media and online tools.

The Caribou Ninja game was designed with youth in mind as a way to engage, educate and entertain by videographer Anthony Wong. With the added bonus incentive of qualifying to a win a Mountain Equipment Co-op gift card and signature caribou plush toy, CPAWS hopes to attract new attention to conservation in Canada among youth and a young-at-heart audience.

Game available at:


For more information please contact:
Holly Postlethwaite
National Public Relations Coordinator
613-569-7226 ext.232

CPAWS is Canada’s voice for wilderness. Since 1963 we’ve led in creating over two-thirds of Canada’s protected areas. That amounts to about half a million square kilometers – an area bigger than the entire Yukon Territory!  Our vision is that Canada will protect at least half of our public land and water. As a national charity with 13 chapters, over 50 staff, 40,000 supporters and hundreds of volunteers, CPAWS works collaboratively with governments, local communities, industry and indigenous peoples to protect our country’s amazing natural places.  We’re also on guard to ensure that our parks are managed to protect the nature within them.