Leukemia is terrible. But it is especially cruel to the younger population.

In Spain, it is the second leading cause of death in adolescents and

in the world there are approximately 40,000 deaths a year. However, despite this data, 60% of young people do not know about this type of cancer.

This is because most of the awareness campaigns in Spain use traditional media, places where our young target is not.

However, 45% of young people play video games regularly, spending an average of 7.5 hours a week.

So why not talk to them about leukemia where they spend most of their free time?

Our goal was to reach out to these young people and get them to not only generate awareness about the disease, but to join in through and micro-donations in the fight against Leukemia.

The main problem in the fight against leukemia is ignorance. If you don't know your enemy it

will be more complicated to fight against it. You only fight about that you know.

The great value about this initiative is to create a disruptive storytelling in a target that is totally disconnect about leukemia, creating an immersive channel of communication where the cruelty about this disease not only is explain also generates a call to action to join, share and donate.

Game modification is one of the most shared and impactful practices in the world of gamers.

So we hacked the game "DOOM ETERNAL" , one of the most famous FPS (first person shooter) games and the most modified by users in history to create a new battlefield: the inner body of a leukemia patient. Thus was born "The Battle inside", a design modification of the game that recreated the brutality of Leukemia.

In order to modify the DOOM game, we were advised by a scientist and so we designed a new game environment with enemies created to put a face to this cruel disease. Each scenario represented a moment of the disease and each enemy you faced represented the fungi, bacteria or viruses that threaten the lives of patients.

This idea wants to turn entertainment into understanding for a generation that needs immersive experiences to generate empathy and conscience.

Our strategy was centered on spreading the message to a target (16 to 20 years old, SSMM lovers and heavy users of FPS video games ) and stimulating them to spread a message: Leukemia is a real enemy and you can beat it.

Phase 1: Organic spread: we generare a campaign in platforms as discord and forums specialized in Mod games to stimulate downloads in the core target of heavy users of gaming.

Phase 2: Mass media coverage: We count with more than 100 local & international coverage of the project and we create gameplays with doctors in mass media to explain with the mod game the different threads of a body facing Leukemia. Spanish celebrities support the campaign in SSMM channels and TV shows.

Phase 3: Streamings + donation :

The final phase was the social revitalization of the mod through

The Doom Mod was developed by a team composed of 3D art directors and game developers for more than 6 months. They worked to generate a design craftsmanship in the scenarios and characters very focused on the usability of the mod. They collaborated closely with doctors and researchers to turn the Mod into an accurate mirror of all the elements that affect patients.

The campaign was present in digital media and social networks.

A microsite allowed users to download the mod and enlist in the fight against Leukemia. Twitch and YouTube channels of streamers were the center of cooperative battles and specialized gaming forums amplified and gave voice to the action.

Through Paypal and Twitch it was possible to make donations for research to fight this cruel disease.

The campaign lasted a month, during which content was uploaded daily to specialized networks and channels, and is still active today.

Our main goal with this campaign is to become an active part of a target that is under menace of Leukemia. Generating a community online is able to fight against disease in their territory: videogames and with their weapons: social dynamics + micro-donations.

The Battle Inside has had over 100 millions of reach, 30 hours of streaming-learning in Twitch & Youtube and more than 1 million of earned media. This campaign increased the support of Gen Z for Cris Foundation by 800%. The battle Inside was a local centered in Spain, but now streamers of US, Latin america and Asia continue joining and playing in Twitch/Youtube the Mod game, because is an free and unlimited platform to use.