BACK2LIFE
Award: Shortlist
Shortlist / Direct / Direct Response/Digital / 2020
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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