最近，美国NBC全国广播电视公司旗下的USA有线广播网正在开展一项“Characters Welcome”的善因营销活动——Character Project。本次活动中融入了社交元素，主要是为了培养和促进美国各行各业人士互相忍让和互相尊重的品质。为此，USA有线广播网本周一发布了一款关于此次活动的Facebook功能游戏。

此次活动的主旨是要通过CharactersUnite.com网站，帮助人们“克服急躁，偏见，歧视和厌恶，促进彼此了解和互相接受”。每位活动参与者一旦许下承诺，USA有线广播网就会向非营利合作对象捐赠1美元，这些非营利合作方包括美国拉美裔种族意识委员会，美国有色人种协进会，同性恋者反诋毁联盟和美国教师联合会等。

活动发启人坚信“人们摈弃偏见，互相尊重，就将团结成一个更加强盛的国家”。另外此次活动筹集的捐款将在Characters Unite月捐出。

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在该款Facebook游戏中，玩家会被问及各种涉及自己Facebook好友的问题，测验玩家的“多样性等级”，譬如“哪位朋友与您的宗教信仰不同”这类问题就可用于告诉玩家人们有宗教信仰自由的权利。另外，这款社交圈游戏还会随机向玩家提问诸如“你的朋友中谁最独立”或“哪个朋友可以讲两种以上的语言？”等问题，衡量玩家的朋友圈是否广泛。

而玩家获得的游戏得分可以上传到Facebook页面中，并且玩家也可以向自己的朋友发表建议，如“您的Facebook朋友圈广泛吗？现在就行动起来吧！”而得分低的玩家则会被催促“快点扩大朋友圈！”目前，USA有线广播网正通过各种公共服务渠道宣传这一活动。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

NBC Universal-owned USA Network has added a new social layer to its ongoing Character Project initiative, a cause-related extension of its “Characters Welcome” brand. In the hopes of fostering tolerance and respect among people from all walks of life, the TV home to shows like “Monk” and “Burn Notice” launched a new campaign Monday featuring a Facebook game and other social media components.

The goal is to encourage people to pledge to “stand against intolerance, prejudice, discrimination and hate, and to promote greater understanding and acceptance” through the CharactersUnite.com site. For each pledge, USA will donate $1 to its nonprofit partners, a wide collection of organizations including the National Council of La Raza, the National Association for the Advancement of Colored People, the Gay & Lesbian Alliance Against Defamation, and the American Federation of Teachers.

“I believe life is richer and we are stronger as a country when we see beyond stereotypes and appreciate each other for the characters we are,” states the pledge. Donations will be made during “Characters Unite Month,” which runs through December 24, according to USA’s calendar.

A Facebook game application tests players’ “diversity ratings” by asking them to answer questions about their Facebook friends. “Which friend is a different religion than you are?” asks the game, which reminds players that the constitution guarantees freedom of religion. The Social Circle game, which resembles a slot machine, also asks questions like, “Which friend is an independent?” and “Which of your friends speaks two or more languages?”

The scores – intended to gauge the diversity of the friends of Social Circle players -show up on players’ Facebook pages, along with a suggestion that friends play, too. “How diverse do you think your Facebook friends are? Now is your chance to find out!” Players with low scores are urged to “expand your horizons.”

USA is promoting the campaign through public service announcement ads on its own channel, in addition to media outreach. New Media Strategies is handling social outreach for the initiative and reaching out to blogs and other sites to get the word out online, according to Jason Runyan, account manager at New Media Strategies. （Source：Clickz）