We Are Social Launches Minecraft Experience with One Voice to Raise Awareness of Animal Testing

Jul. 07, 2026

Global socially-led creative agency We Are Social in France has partnered with animal protection organisation One Voice to launch The Memorial, an immersive experience in Minecraft designed to raise awareness of the millions of animals used in laboratory testing every year.

Created within one of the world's most popular video games, The Memorial transforms the issue of animal testing into an interactive educational experience, encouraging players to learn about the lives of animals used in scientific research while exploring the alternatives that already exist.

More than two million animals are used in laboratory testing in France each year, including mice, rats, fish, birds, dogs, cats, horses and primates. Through The Memorial, One Voice aims to make the scale of animal testing more visible, particularly for younger audiences who increasingly engage with social issues through gaming.

The experience takes players through a memorial landscape filled with trees and commemorative monuments dedicated to different species affected by laboratory testing. Visitors can complete educational quests and interact with non-player characters (NPCs) that share the stories of individual animals.

Designed as a living memorial, the experience evolves over time. A real-time counter in the central square tracks the number of animals used in laboratory testing, while new memorials are added each day to reflect the growing total.

Alongside highlighting the scale of animal testing, The Memorial also introduces visitors to scientific alternatives that could reduce or replace the use of animals in research.

By bringing the campaign into Minecraft, We Are Social has transformed a globally recognised gaming platform into a space for education, reflection and awareness. Players can discover the stories of Charlie, a beagle, Tiko, a young lemur, and other animals whose experiences help illustrate the realities of laboratory testing.

The launch comes as policymakers across Europe continue to reassess the role of animal testing. Earlier this year, the European Parliament approved legislation banning animal testing for detergents from July 2029 and published a roadmap outlining plans to progressively phase out the animal testing requirements that remain under EU chemicals regulations.