by Francis Andrews in New Trends on Tuesday 29 January 2008

How do you transform something mundane and costly into an addictive and free, yet philanthropic, activity? You think outside the box a bit. The guys at the UN’s World Food Programme have done just that, allowing internet users to test their vocabularly whilst donating food to some of the world’s poorest countries. Freerice.com converts correct answers to questions about the meaning of everyday words into rice donations that are then shipped around the world. If every school child used this instead of the standard procedure, maybe, just maybe, things may improve a bit.