NBCF launches gaming and streaming based fundraising campaign
The National Breast Cancer Foundation (NBCF) has launched the Game On Breast Cancer campaign to raise funds for breast cancer via Play Media.
The campaign invites gamers to participate by either playing their favourite games, streaming on Twitch or YouTube, or watching others play games.
Part of the campaign involves five digital avatars named the Zero Hero Elite, each representing a different strength of the NBCF community.
NBCF’s Zero Hero Elite
Professor Sarah Hosking, CEO at NBCF, said: “Game On Breast Cancer is a great new way for people to have fun while raising much-needed funds for breast cancer research. Playing and watching video games is enjoyed by a huge number of Australians and by taking part in Game On Breast Cancer they can help support game-changing breast cancer research. By powering up to become one of NBCF’s Zero Hero Elite they’ll be helping us take one step closer to our mission of Zero Deaths from breast cancer by 2030.”
The concept was developed in-house by the NBCF. Alex McLaunchlan, a freelance illustrator, developed the Zero Hero Elite avatars. Play Media has been engaged by NBCF to execute the campaign to market.
From the Digital Australia 2020 report by Interactive Games & Entertainment Association, nine out of ten Australian households have a device that has been used for gaming, with two thirds of all Australians playing games.
According to the same report, women represent 47% of gamers with the average age of a gamer being 34 years old.
A Nielsen report from March this year also found that female gamers are an untapped market, with 7.1 million (71%) of all Australian women consuming games content every month.
NBCF’s Game On Breast Cancer
Twitch streamer xSnel, who currently has over 1,000 followers on Twitch, will also participate in the campaign.
The campaign launched on 19 July with a recruitment drive.
Gamers are being asked to play, stream, and watch from 1 August, with the final week of gaming activity planned from 6 to 12 September.
During that week, NBCF will host select streams on its own Twitch channel that are participating in Game On Breast Cancer.
