BACK2LIFE
Award: Wood Pencil
Wood Pencil / Experiential / Gamification / 2020
Award: Shortlist
Shortlist / Digital / In-Game Advertising
BACK2LIFE ‘hacked’ China’s Blood River game platform to teach players how to perform life-saving CPR. When gamers died, they were given the chance to learn CPR and revive their characters. BACK2LIFE taught over three million players how to perform CPR, over the course of a two-week takeover of the game.
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