Grey creates in-game activation to encourage young Southeast Asian gamers to give blood

Grey for Good, the do-gooding arm of Grey Group Singapore, has announced an idea to encourage video game players to donate blood.

Using the insight that 18-25 year-old gamers are more concerned with saving their virtual lives in a computer game than other people’s lives in the real world, Grey gave players of Special Force 2, an online game from Asia Soft, extra life if they responded to posters for blood donation in the game.

The idea was the result of a collaboration between Grey, sustainable change organisation Impact Hub and Korean game developer Dragonfly.

The agency says Extra Life will roll out across Malaysia, Singapore and the Philippines.

Extra life is another idea that fits with what the network’s deputy worldwide chief creative officer Per Pedersen referred to in an interview with Mumbrella last year as “solvertising” – work that solves real world problems.

The initiative comes the day after Grey Malaysia launched RainSprout, a widget fitted to the top of umbrellas to help prevent mosquitos from reproducing.


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