Veteruns 100K
Award: Shortlist
Shortlist / Experiential / Virtual Activations / 2023
Call of Duty's non-profit programme has helped veterans land high-quality jobs after their retirement. In 2022, the game franchise reached the 100,000 milestone of veterans who benefitted from this plan. To celebrate this achievement, and the veterans themselves, Call of Duty did what many non-profits do and hosted a charity race. But instead of the race taking place on a track, it happened inside Call of Duty – one of the most popular video games in the world. 8 million unique players participated in Veteruns100K, who ran a total of 227.6 million kilometres, making it one of the most successful charity races ever.