Peruvian Cancer Foundation Launches First Esports Team Created to Fight Cancer
Every year the Peruvian Cancer Foundation organises a fundraiser named Put Your Heart Into It (Ponle Corazón). Since 2020 it migrated to digital, but there was a problem - only 13% of their digital volunteers were young men. That’s why this year they've decided to take their main icon to a whole new world and launch a 'Put Your Heart In Your ID', a campaign aimed at the gaming community.
In gaming, a team is recognised when their members share the same characters. So, when the most important gamers in Peru added a heart to their nickname, the entire community thought a new team was forming. But the real message was released at a press conference during Lima Games Week, where the speakers of the campaign announced they were forming a team that not only wants to win matches, but also beat cancer. They invited viewers to sign up as digital volunteers, add a heart to their nicknames on Valve video game DOTA 2 and be part of the first esports team created to fight cancer.
In partnership with Lima Games Week, the campaign is having different events such as a showmatch and an event where volunteers can play with the best gamers in the country.
The campaign has been developed by Fahrenheit DDB in collaboration with FTW Perú, the first global network for esports and gaming.
Agency: Fahrenheit DDB, FTW Peru
CCO: Ricardo Chadwick
ECD: Sergio Franco
Art Director: Joe Almeida
Copywriter: Alonso Castillo
Agency Producer: Vanessa Diaz, Alithú Rosado
Brand Director: Andrea Gomero
Brand Supervisor: Verónica Casas
Brand Executive: Melanie Torres
Project Manager: Andrea Corvetto
Planner: Jhonatan Jacobs
Film Director: Manzanón Films
Category: Charity , Corporate, Social and PSAs