Popularity Among Target Demographics:

Fortnite is immensely popular among Gen Zs. By leveraging a platform that already has the attention and engagement of this demographic, the Ministry could communicate its message effectively.

Opportunity for Creative Messaging:

We introduced the message by modifying Fortnite's gameplay to focus on healing rather than killing. This made the campaign better by aligning it more closely with the healthcare ethos.

Adaptability to Current Media Consumption Trends:

Gen Z is known for its distinct media consumption habits, favouring digital and interactive platforms. By adapting to these trends, the campaign used a relevant medium for its message.

Situation

The healthcare industry in Singapore is facing a challenge in attracting Gen Z individuals to consider careers in Healthcare. This age group is not typically drawn to this sector, particularly compared to the appeal of careers in technology, finance, and creative industries, seen as more innovative, flexible, and offering more significant growth potential.

Brief

The Ministry of Health Holdings Singapore recognized the need to change Gen Z's perception of healthcare careers.

Objectives

To shift the mindset of Gen Z individuals, make them consider a career in Healthcare. The campaign seeks to present Healthcare as an appealing and rewarding field.

Media Insight

Recognizing that Gen Z spends a significant amount of time on online platforms, particularly in gaming, the campaign leveraged this medium to reach its audience.

1) Battle Royale and First-Person Shooter (FPS) belong to the esports genres with the highest reach among Gen Zs and video gamers in Singapore specifically.

2) Consumption of video gaming content in Singapore. While 93% of Singapore respondents are aware of video games, only 55% are commercially engaged. The monthly video gaming-related spending is 50 SGD per video gamer on average.

Based on Research: Deloitte "Let's Play, Singapore!" April 2023

https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/technology-media-telecommunications/sea-tmt-lets-play-2022-country-profiles-singapore-apr2023.pdf

Creative Idea: THE POWER TO HEAL AND NOT KILL

To get the next generation to consider a healthcare career, MOHH embarked on a transformative journey to ignite a passion for caring among the youth.

Recognizing the need to meet them where they are, we seamlessly integrated the profound essence of care into the world of gaming. Through a revolutionary reimagination of Fortnite, we flipped the game's rules and crafted an immersive experience that entertained and enlightened Gen Zs.

The exhilaration of saving lives replaced the thrill of virtual combat, revealing the profound impact and joy that a healthcare career can offer. By reshaping the narrative, MOHH kindled a flame of curiosity and sparked conversation among the youth. This innovative approach not only opened the perspective of an entire generation but brought the healthcare industry back into the minds of the youth.

Strategy Overview

The Ministry of Health Holdings Singapore's strategy was to infiltrate the digital habitat of Gen Z to promote healthcare careers by leveraging the popular game Fortnite. This game, known for its immense popularity among young audiences, provided a unique platform for message dissemination.

Target Audience

The primary target audience was Generation Z, known for being highly digital and spending significant time online, especially on gaming and streaming platforms. They are also at the age where career decisions are paramount, making them an ideal audience for the campaign.

Media Approach

Popularity Among Gen Z: Fortnite's massive following among the younger demographic made it an ideal platform to reach the target audience.

Fortnite's interactive and captivating nature ensures higher engagement levels than passive media consumption. Using a game primarily focused on combat to emphasize healing and care allowed for a creative, attention-grabbing approach.

MOHH embarked on an innovative journey by utilising Fortnite Creative Mode to revolutionise the gaming experience.

By altering Fortnite's core mechanics, MOHH shifted the focus from combat to healing, establishing healing as the primary power and completely redefining the game's victory conditions.

The initiative is globally significant, being one of the first to use the Unreal Editor for Fortnite on such a scale.It involved the meticulous recreation of Singapore's Marina landscape within the game, providing a unique and immersive experience.

The gameplay is structured over three intense levels, where players engage in strategic healing using 'chug splashes’ while navigating environmental challenges.

The project launched on National Day, 9th August 2023. This launch date was strategically chosen to maximise impact and visibility, aligning with a significant national event.

The plan was to offer players a new way to experience Fortnite, introducing them to novel challenges and excitement.

Over 387,000 acts of healing were performed in the game, indicating a solid engagement with the healthcare aspect.

Players dedicated 432 hours to gameplay, a testament to the experience's captivating nature.

Our custom map outperformed the average benchmark by an impressive 415%, underscoring the effectiveness of our approach.

We garnered 3.48 million impressions, reflecting the broad reach of our initiative.

Live streaming drew in 13,000 views, indicating high interest in real-time interaction.

Users watched our content on TikTok for 669 hours, showing significant engagement on this platform.

Our efforts yielded 289,000 organic social media impressions, demonstrating the initiative's viral appeal.