On February 15th, International Day Against Childhood Cancer, the Pérez Scremini Foundation invited 176 FIFA 22 players, from professional esports teams, who were competing on the Copa Élite, to shave their avatars head, go out on the field and play a Match against Cancer. The games were streamed on Twitch. The message reached several macro influencers and public figures from the sport and esport world, who shared the content and drew attention to specialized and mass media from the entire region. All of this, without any kind of paid media.
Filosofia
The Pérez Scremini Foundation is the only organization that works on the curing of children with cancer in Uruguay. Their purpose is to help all children going through cancer treatment for free. In order to do that, the foundation constantly raises funds and asks people to make donations.
Problema
On the International Day Against Childhood Cancer, one of the biggest days of the year for the foundation, the goal was to increase the amount of donors and funds. In order to achieve this, The agency create the idea, and through online FIFA aimed for a new target, and a new audience, not just in Uruguay but for the whole region. The main challenge: making it happen with no paid media.
Resultado
176 professional FIFA players went out on the digital football field with their heads shaved, and invited others players to join. More than 1200 amateur players did join and echoed the action, shaving their own avatars and sharing on their social media. Furthermore, at least 200 sports and esports influencers joined, sharing the action and inviting their followers to donate. Pérez Scremini interactions increased by a 400%. Players such as Luis Suarez posted about the action and invited their followers to join, which helped with the support of recognized digital newspapers, media and sports shows through the region. We had more than 10M reach media and a significant donation increase compared to the same week last year.