Developing an online game to prevent poisonings

Parents are largely unaware that poison exposure is the 2nd leading cause of injury and death to children 0-5 years. Poverty increases the risk of unintentional poison exposure. Most exposures occur in the home with common household items.

In 2010, online games overtook personal email to become the second most heavily used activity behind social networks. Data from the American Association of Poison Control Centers shows OTC and prescription medications accounting for the majority of exposures in children. In focus groups, parents report concern around colorful “pills” that can be mistaken for a treat.

To deliver the message that common substances found at home can look alike in a compelling way that was both educational and fun, medications were paired with candy in Pills vs. Candy, an online game.

The English and Spanish game at www.pillsvscandy.com asks players to identify seemingly identical pairs of medicine and candy by tapping on a photo. Answers are shown with the next pairing and player scores are tabulated.

In its first 2 months, the game had 12,000 unique players. Most played to the end and scored 65% correct. Currently there are an average of 10-20 page views daily with 4 minutes spent on the site. Only 28% of games are unfinished and nearly 35% play again or share the URL and their score on Facebook or Twitter.

As part of an overall social marketing strategy, the game proved successful with parents and teachers who reported playing, and learning, with their kids.