Imagine if Fortnite awarded points for saving lives, rather than taking lives? Over the past week, the International Red Cross (ICRC) has flipped the Fortnite script with the ‘Liferun’ initiative – making it possible to game for good.
‘Liferun’ is a brand-new custom creative game mode for Fortnite allowing players to act as ICRC workers and dominate the leader boards with points for good. It was launched at PAX South 2020 (Jan 17 – 19) – one of the world’s foremost gaming congresses, where FPS streaming sensation DrLupo joined ONE_shot_GURL and Lachlan on-stage to introduce Liferun’s action to tens of thousands of attendees on Sunday, January 19.
Lachlan won the Fortnite Peace Prize – the very first of its kind – and so far, the activation has gained a reach of approximately 14 million users.
Advertising Agency: Wunderman Thompson, USA