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Peruvian Cancer Foundation Launches First Esports Team Created to Fight Cancer

Fahrenheit DDB teams up with FTW Perú for latest Put Your Heart Into It fundraiser targeting gamers

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.

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Credits

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