INTERNATIONAL COMMITTEE OF THE RED CROSS
We partnered with the International Red Cross to bring the good they do around the world— leading humanitarian efforts in every major war—to a whole generation of young people completely oblivious to their crucial work.
We transformed the biggest video game in the world, where over 250 million people play soldier and killing is the goal.
For the first time ever, players win by saving lives instead of taking them.
We based objectives off of real-life Red Cross missions, allowing players to experience the other side of war and embody a different kind of war hero.
Mission One: Save lives in a war torn city
When war hits cities civilians are often injured or killed. The Red Cross delivers aid by restoring health services.
Mission two: De-arm mines
After war ends, mines continue to kill and maim. They deprive people of water, farmland, healthcare, and education. The Red Cross works to prevent this.
Mission three: Rebuild vital infrastructure
The Red Cross rebuilds important buildings like schools and hospitals so health services and education can resume in war torn communities.
Mission four: Deliver lifesaving supplies
The Red Cross delivers life-saving supplies in conflict zones—even in isolated communities where buildings are destroyed or roads are blocked.
Donating
We even brought fundraising into the game. Through in-game purchases players could make a real life difference from a virtual battlefield.
To make Liferun authentic to the community we worked with professional gamers to actually build Liferun, the biggest gaming influencers to promote it, and a worldwide gaming conference to launch it.
WORLD’S BIGGEST INFLUENCERS
The biggest gaming influencers in the world joined us pro bono to launch Liferun with a 3-game tournament. Including superstar @DrLupo (4.5 million followers on Twitch), Australia’s @Lachlan (14.5 million subscribers on YouTube), and gaming’s sweetheart @One_Shot_Gurl (.5 million subscribers on YouTube).
GAMING’S BIGGEST CONFERENCE
We promoted the launch of the game with a live tournament between our influencers held at PAX, the biggest gaming conference in the world, that yearly draws in hundreds of thousands of attendees across its six international locations.
THE FIRST EVER FORTNITE PEACE PRIZE
We created the first ever Fortnite Peace Prize for the winner of Liferun (both in the game and in our real life launch event) in the fashion of the Nobel Peace Prize, because the International Red Cross is the only organization ever to have won three Nobel Peace Prizes.
WE MADE A GLOBAL IMPACT FOR THIS 150-YEAR-OLD INTERNATIONAL ORGANIZATION WITH A BRAND NEW AUDIENCE OF YOUNG PEOPLE. THE INTERNATIONAL RED CROSS REPORTED A 37% GROWTH ONLINE: THEIR BEST PERFORMING CAMPAIGN EVER.
