Idea

The final idea we decided on is simple - we tell the players that we are collaborating with a health company to give them a surprise (which is the pet-gets-sick game) as a company that has set up Second Pet, and then use this to create a strong character which everyone respects and has bonds with by providing impossible clues and making this character the one that always surprises and solves the problems.

Later on, this person has a friend who gets sick and has found a donor online through another strong community he is - but the countries' laws prevent any donation and that is when the players will have to collaborate to discuss ways that would improve this situation, then get letters written to the government/associations to contribute to the cause. We do this by having the company (us) offering pet rewards to those who help and although it will end up with the imaginary sick person dying, the feelings will remain and the people will feel that change is needed.

However nicely this fits into the scope and satisfies all the requirements, I feel it is too little of a game and more of a social stunt/experiment that manipulates people into doing things. The idea will be discussed more thoroughly this weekend to add in more game elements.