Global experiential agency Momentum Worldwide collaborated with the Spanish Association Against Alzheimer’s and other Dementias (CEAFA) to introduce Lost in the World to Fortnite. In doing so, the collaborators created the first-ever immersive Alzheimer's simulator on the platform targeting Gen Z gamers.
Within this virtual world, users experience disorientation, memory glitches, and time and space dissociation, all of which convey the experience of living with the disease. Lost in the World invites Fortnite players to gain newfound levels of understanding and empathy, and get involved in the fight against the disease. "Even at a tender age of 19, one young boy was diagnosed with Alzheimer's, making him the youngest patient ever," said Rodri González, Spain executive creative director at Momentum Worldwide.
As part of the campaign, Spanish gaming influencers were invited to try the simulator not knowing what it was, and their real reactions were captured.
What's Driving This Trend
- Immersive Memory Loss Simulation
- Immersive Alzheimer's simulator on Fortnite raises awareness among Gen Z gamers by simulating the experience of living with the disease.
- Empathy-driven Gaming Initiatives
- Collaboration between experiential agency and Alzheimer's association introduces immersive gaming experiences to promote understanding and empathy towards Alzheimer's patients.
- Influence of Gaming on Social Causes
- Campaign utilizes gaming influencers to capture genuine reactions, highlighting the power of gaming as a tool for promoting social awareness.
Who This Affects Most
- Experiential Marketing
- Experiential agency collaborates with Alzheimer's association to leverage immersive simulators as a novel marketing strategy.
- Gaming and Entertainment
- Inclusion of Alzheimer's simulators as in-game experiences targeting Gen Z gamers demonstrates the evolving potential of gaming for raising awareness about social issues.
- Healthcare and Nonprofit
- Collaboration between Alzheimer's association and gaming influencers showcases innovative approaches to engage the younger generation in healthcare and nonprofit initiatives.
