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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

For immediate release: 29/07/14

Minecrafters from across the UK are being challenged to put their building skills to the ultimate test in order to help create a real, life-saving clinic for mums and babies in Liberia.

Inspired by Save the Children’s annual Build it for Babies appeal, created by The Good Agency, Clinic Craft is an ambitious challenge set up to harness the creativity and innovation of Minecrafters to build thousands of virtual clinics – and help to raise the money needed to build, equip and staff a real one in Liberia.

You can view the trailer for the challenge here:

In a country where many mums-to-be have to walk up to eight hours to reach a safe place to give birth, and where one in 13 babies don’t make it past their first birthday, the need for this health clinic in Liberia couldn’t be more pressing.

Videogame personality Dan Maher and Minecrafter Chris Doney created Clinic Craft to challenge Minecrafters across the globe to build unusual, creative and exciting clinics to raise awareness of - and raise funds for – Save The Children’s efforts to make a real difference in Liberia.

The concept has been brought to life in a collaborative effort between marketing communications specialists, The Good Agency and boutique creative agency, Explosive Alan Productions.

Dan Maher, Clinic Craft creator and Co-Founder of Explosive Alan Productions said:

“Its not every day that the dedicated and inventive Minecraft community can use their talents for real-life construction, but that’s exactly what Clinic Craft is all about.

“Designing a health clinic when you’re used to planning a brick-for-brick recreation of Hogwarts or devising tactics to fend off the next Creeper attack will be a real change of pace for Minecrafters, but I think they’ll relish the chance to tackle an exciting new challenge that will ultimately benefit those in need in the real world.

“Life in Minecraft is tough, but it doesn’t compare to the struggles that mothers and babies in Liberia face when they’re deprived of basic healthcare in a hostile environment. With Clinic Craft, we aim to inspire people to do what they love most to aid those most in need.”  

Dan Maher and Chris Doney will award prizes to their favourite clinics, judged on imagination, ingenuity, epicness and what they like to call the ‘Minecraft factor’. The deadline for submissions is midnight on the 26 th of September 2014 .

Dan Maher adds:

“It’s a perfect time to get kids and adults alike playing Minecraft in a purposeful way over the summer holidays. Let’s show everyone just how inventive and generous Minecrafters really are.”

Scott Clarkson, Special Projects Manager, Save the Children said:

“Clinic Craft brings an innovative, virtual dimension to the world of fundraising and could help connect with a whole new group of people. I’m so excited about what this idea could achieve – it has been a truly thrilling project to be a part of; Save the Children are hugely thankful to Dan and Chris who have provided a vision and idea we could never have dreamed of and to The Good Agency for making it happen.”

Minecrafters, if bricks were no object, what would your ideal clinic look like? Let your creativity and imagination run riot. Build it, enter it, raise money and donate; help to make life-saving clinics a reality for mums and babies in Liberia.

Find more information on how to get involved, the prizes on offer or to download a clinic blueprint, visit the Clinic Craft website:

Dan and Chris have released their own Clinic Craft adventure on YouTube in four episodes. Get inspired and enjoy their journey:

Donating to Save the Children couldn’t be easier – you can text CLINIC to 70008, or visit  for more information.


For more information please contact the Clinic Craft team by email or say hello on Twitter @ClinicCraft

Notes to editors

·         About Save the Children:

In 2011, Save the Children launched No Child Born to Die, their biggest ever campaign to cut the number of children under the age of five from dying from easily preventable diseases such as pneumonia and diarrhoea. 

Now, in 2014, Save the Children have launched the next phase of the No Child Born to Die campaign, focussing on newborn babies, and highlighting the fact that every year, 1 million babies around the world die on their first – and only – day of life. Most of these deaths are preventable with the help of a trained and equipped midwife and a safe place to give birth – such as a clinic.

In the world’s poorest countries, children are dying at the rate of one every four second. Save the Children wants to end this tragedy.

Save the Children works in more than 120 countries. We save children's lives. We fight for their rights. We help them fulfil their potential. 

·         About The Good Agency:

The Good Agency creates communications that inspire action.

The Good Agency is the UK’s largest independent full service agency specialising in branding, fundraising, campaigning and communications for charities, government and businesses. Working above, below, through and on-line for 17 years, for one reason: to make good things happen.

For further information, please visit

·         About Explosive Alan:

Explosive Alan Productions is a boutique creative agency specialising in high-quality video production, animation and copywriting.

For further information, including showreel, portfolio and PDF brochure, visit or contact us directly at .