Only The Brave are a charity running a village aid project in Africa. To engage with young people they have created a virtual version of the village they operate in to help engage young people with their work. The village is essentially a game, you can help local villagers by completing tasks while discovering more about the project as you go.
The village has been created in Facebook, so to play the game you have to login. In doing so you're promoting the village, the charity and giving enough info for Only The Brave to open a channel with you. Clever!
See the village here