What if Fortnite awarded points for saving lives, rather than taking lives?

That question became the foundation of a campaign for the International Red Cross (ICRC), the organisation dedicated to upholding rules of war globally. Over the past week, Wunderman Thompson Seattle has flipped the Fortnite script with its Liferun initiative for the ICRC, making it possible to game for good.

In the new custom creative game mode for Fortnite, players act as ICRC workers and dominate the leader boards with points for good. The new game has reached around 14 million users.

To create the game, the agency partnered with Team Evolve, which made the Fortnite x Nike game and the Fortnite Creative Showdown, to design a creative mode inside Fortnite. They redesigned the entire game to look like a battlefield, but with elements such as an ICRC helicopter. The game is based on the ICRC’s real objectives, highlighting four core activities that the ICRC is carrying out in its operations in over 80 countries around the world. Players compete to heal civilians, rebuild essential infrastructure, demine, and distribute aid as fast as possible. Donating to the International Red Cross is also encouraged throughout the game.

Liferun was launched at PAX South 2020, one of the world’s foremost gaming congresses on January 19, introduced on-stage by gaming celebs, DrLupo,  ONE_shot_GURL and Lachlan, the last of whom won the first-ever Fortnite Peace Prize. 

The industry’s top gaming builders were assigned to design a creative mode inside the gaming blockbuster Fortnite, and they’ve redesigned the entire game to look like a battlefield with images such as an ICRC helicopter. The creative mode is based on the ICRC’s real objectives, highlighting four core activities the ICRC is carrying out in its operations in over 80 countries around the world. Players compete to heal civilians, rebuild essential infrastructure, demine, and distribute aid as fast as possible. Furthermore, donating to the International Red Cross will be organic to the game, as players will see signage encouraging them to donate, bringing attention to an important civic issue during a fun, personal activity.

Danielle Trivisonno-Hawley, executive creative director and executive vice president, Wunderman Thompson Seattle, commented, “There is a whole other kind of war hero that we haven’t seen, having grown up influenced by the media, movies, and television shows. Kids grow viewing soldiers as ultimate heroes, and we don’t often see or talk about the other side of war – the side that needs compassion and people fighting to save innocent lives. But through Liferun, we can start to change that narrow view of heroism. We’re starting with Fortnite, but we plan to tackle one emerging platform at a time. This is only just the beginning as we work to change the conversation.”

“We must engage the more than 2 billion gamers worldwide. Video games have been mainstream entertainment and social platforms for a long time, and we know that many gamers are also current, past or future soldiers, army officers, armed group members, CEOs of companies, lawyers and political leaders. We need to talk to them in a smart and engaging way to explain that civilians suffer greatly in conflict,” added Jennifer Hauseman, director of communications and information management at the ICRC.

“Video games represent a huge opportunity to spread the word about the importance of the laws of armed conflict and how they are designed to protect the most vulnerable in conflict zones. This mode that we have co-developed is our first foray into creative modes on Fortnite.”

The four missions are:

1. Save lives in a war-torn city

War is back in cities, and civilians are often injured or killed. The ICRC helps ease their suffering by restoring health services and drinking water.

2. De-arm mines

After war ends, mines continue to kill and maim. They deprive people of water, farmland, healthcare, and education. The ICRC works to prevent this.

3. Rebuild vital infrastructure

Education is vital: it provides opportunity as well as normalcy during conflict. The ICRC helps people continue their education after armed conflict.

4. Deliver lifesaving supplies

The ICRC delivers life-saving supplies in conflict zones—even in isolated communities where buildings are destroyed or roads are blocked.

Credits:

Agency: Wunderman Thompson Seattle

Executive Creative Director and Executive Vice President: Danielle Trivisonno-Hawley

Executive Vice President Product & Service Design, Head of Innovation: Jason Brush

Senior Art Director: Claire Nellessen

Director of Integrated Production: Craig Jelniker

Executive Creative Director, Swift: Rick Albano