BBDO Singapore’s Power of Care campaign for MOH Holdings has moved into Fortnite. The campaign aims to inspire a newfound appreciation for the healthcare profession as a career choice. The original campaign presented healthcare workers – nurses and allied health professionals working across acute and community care settings – as everyday heroes with the power to transform and empower lives. 

Now BBDO Singapore has partnered with Livewire to turn Fortnite, the famous battle royale, on its head. For the first time in Fortnite Creative, the ultimate power is to heal. Players partner with friends to traverse a custom map of Singapore, avoiding hazards and healing each other to complete the course and revealing the transformative power of care in life’s most vulnerable moments. The custom map was also one of the first maps globally to use Unreal Engine for Fortnite to create precise 3D models and sculptures to faithfully recreate the iconic Marina Bay cityscape.

Several local high-profile gaming influencers jumped on board through the custom-game mode, with Supercatkei and more sharing the epic gameplay and personal healthcare stories with their followers.

Gareth Leeding, chief innovation officer, Livewire, stated, “What’s incredibly exciting about this experience is for the first time, we’re flipping the rules of Fortnite Creative on its head, proving that gaming can be for good. The recreation of Singapore is mind-blowing. It really does demonstrate the power of UEFN to immerse players in both story and experience.”

In the recent Creative Circle awards held in Singapore, it picked up 1 Gold for the Best Use of Metaverse and 2 Silvers in the Digital & Mobile categories.

The full Power of Care campaign includes film, outdoor, and digital with social and on-ground activations.