When Fortnite Saves Lives

The International Committee of the Red Cross challenges players to change the aim of their game.

Here’s the latest campaign to use Fortnite – which is about how long it’s been since the last one. But this operation from Wunderman Thompson and the Red Cross is equally as smart and useful as its predecessors (remember the WWF’s #nobuildchallenge?)
By creating LifeRun, the Red Cross encourages players to earn points by saving lives rather than taking them. There are four missions to accomplish: re-establish drinking water and health services in a town destroyed by war; de-arm mines in a specific area; rebuild an education infrastructure; and bring life-saving supplies to a combat zone. In this way, players can win prizes while finding out exactly what role the Red Cross plays in war torn areas. They may discover that saving is a whole lot more rewarding than shooting.