1) Innovative Engagement Strategy: By integrating a career promotion campaign into a popular game, the Ministry of Health Holdings tapped into a platform where the target audience (Gen Z) is highly active. This represents a creative and modern approach to engagement, moving beyond traditional methods like seminars or ATL advertising.

2) Reframing Game Dynamics: Transforming Fortnite's focus from combat to healing is a unique twist. It makes the game more relevant to healthcare and demonstrates how gaming can be adapted for educational and career-oriented purposes. This showcases the versatility of games as tools for more than just entertainment.

Challenge:

The healthcare industry needs to recruit Gen Zs, but a healthcare career isn’t on their minds. Faced with competition from trendier sectors, the Ministry of Health Holdings Singapore aimed to shift perceptions by highlighting the positives in healthcare.

To start the conversation, we went to where they already were: Fortnite.

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

Addressing the disparity in career consideration within the healthcare industry compared to other sectors requires a strategic reevaluation. Recognizing the influence of Fortnite as a prevalent platform for the youth, we strategically positioned ourselves to reshape perceptions. Leveraging the popularity of this online game, we engineered a distinctive and innovative experience to seamlessly integrate the discourse on healthcare careers into a space that resonates with the younger demographic.

Collaborating with influential Twitch streamers further bolstered our approach, facilitating authentic conversations about healthcare careers. This calculated activation sparked genuine discussions and strategically reinstated healthcare careers at the forefront of the Gen Z mindset. Our analytical approach extended beyond mere engagement; it strategically instigated a thoughtful consideration of meaningful career paths, thereby fostering a paradigm shift in the perception of healthcare professions among the youth.

BIG IDEA: POWER TO HEAL NOT TO KILL

Flipping the rules of Survival Games. Where the greatest POWER isn't to KILL but to HEAL.

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.

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

Embarking on an exhilarating journey of innovation, MOHH harnessed the dynamic potential of Fortnite Creative Mode to redefine the gaming landscape. In a groundbreaking move, we flipped the very essence of Fortnite, transforming the rules to amplify the thrill of healing over traditional combat. This concept positions healing as the ultimate power, reshaping player dynamics and redefining victory.

Our initiative boasts global significance as one of the pioneering map executions leveraging Unreal Editor for Fortnite worldwide. This allowed us to recreate the picturesque Marina landscape of Singapore with unparalleled precision, elevating the gaming experience to unprecedented heights. The beautiful map unfolds across three exhilarating levels. Players are propelled into a heart-pounding challenge, where strategic healing manoeuvres using ‘chug splashes’ become the key to conquering the finishing line, all while navigating treacherous environmental hazards. For the first time, players experienced Fortnite in uncharted realms of excitement and ingenuity.

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.

Embarking on an exhilarating journey of innovation, MOHH harnessed the dynamic potential of Fortnite Creative Mode to redefine the gaming landscape. We flipped the rules to amplify the thrill of healing over traditional combat. This concept positions healing as the ultimate power, reshaping player dynamics and redefining victory.