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Find your Dignity on the App Store: Global Dignity partners with PlayMC2

Shaaz Nasir

The youth empowerment organization Global Dignity launched its first ever global mobile campaign Less. More. in 68 countries around the world in partnership with new mobile startup, PlayMC2.

Global Dignity aims to support young people around the world in protecting their dignity and to support others in living a more dignified life. The Less. More. mobile campaign, is designed to empower youth around the world to reduce digital and real-world negativity by tracking their dignity-related actions in real-time, both online and offline.

PlayMC2 is a daily tracking mobile platform that rewards people with points and prizes for doing things they like or care about – making life healthier, happier and more rewarding. It was Co-Founded in August, 2012, by technology entrepreneurs Giovanna Mingarelli and Brandon Lee in Ottawa, Canada.

Together, they have launched the first major mobile campaign of it’s kind, Global Dignity is featuring a special #dignity quest on PlayMC2, where students can crowdsource small acts of dignity like: “Pick up a piece of trash,” or “Smile.” A microaction can be done by one person or by one million people simultaneously – encouraging peers to act for the good of others and themselves.

“When the microactions of young people around the world are combined, we’re able to see the positive impact that seemingly small acts of dignity can have on our own lives and those of others,” said PlayMC2 CEO and Co-Founder, Giovanna Mingarelli, who is also Country Chair for Global Dignity Canada.

Established in 2005 by HRH Crown Prince Haakon of Norway, John Hope Bryant, Chairman & CEO of Operation HOPE and respected Finnish professor Pekka Himanen, Global Dignity is an independent, non-profit, non-political organization focused on empowering young people with dignity. The mobile campaign, created pro bono by New York-based Ad Agency, BBDO, aims to extend the reach of this organization, creating a positive space online.

“We know that young people today are attached to their mobile devices,” said John Osborn, President and CEO, BBDO New York and a special advisor to Global Dignity.

Less. More. quite literally puts the chance for dignity in the palm of their hands.  And that’s something everyone can get excited about.”

To get involved, please visit and download ‘PlayMC2’ from iTunes in participating countries.