"For each answer you get right, we donate 20 grains of rice..."

Freerice.com offers a unique, addictive online quiz, rewarding correct answers with a donation of 20 grains of rice through the UN food program. The default topic is English vocabulary, but subjects such as Geography, Languages and Art are also available.

It's easy to get cynical about an initiative like this; "Play and feed hungry people" is a maxim which definitely makes me uncomfortable. But consider the objectives of the project.

• Raise awareness regarding world hunger, the UN World Food Program, the One Campaign and Poverty.com
• Communicate that small steps can and do make a difference
• Educate (Do you know what 'turbid' means? I didn't)
• End the soul-crushing tyranny of Solitaire and Minesweeper

Personally I think the project is superb. In terms of tone, presentation, promotion, content and usability, it's spot on.

The main reason I like it is because it's an example of innovative thinking, synthesizing anti-poverty campaigning with education and corporate social responsibility. For more on why the ability to synthesize is critical, check out A Whole New Mind by Dan Pink.