Breast Cancer Leader and Experiential Marketing Agency Team up with Gaming Influencers for a Fortnite-based Speedrun to Drive Donations for Breast Cancer Research, Screenings and Treatment Assistance
Dec. 3, 2019 (Washington, DC): RedPeg, the D.C.-based independent brand engagement agency behind GEICO, DISH, and Yuengling, today announced, in partnership with Susan G. Komen®, the world’s leading breast cancer organization, the launch of a first-of-its-kind video game based philanthropic campaign, to raise support for the fight against breast cancer.
Building on the legacy of Susan G. Komen’s signature fundraising walk events, the Ribbon Race is a digital race against the clock (speedrun) set within a video game via a custom built Fortnite Creative map. The campaign is set to launch on Giving Tuesday, December 3, with the help of gaming influencers BrookeAB, Symfuhny, SypherPK, and TheFortniteGuy who will play the map while live-streaming to followers on Twitch and YouTube. Each influencer will actively share their experience and challenge the gaming community to donate, beat their time, and join in the fight against breast cancer. Top speedrun times and donations will be recognized and updated live within the game.
“Susan G. Komen has been at the forefront of the fight against breast cancer, both in our work to drive innovation and help those touched by the disease, as well as in discovering new opportunities to connect with people in ways that are meaningful to them,” said Christina Alford, Senior Vice President of Development for Susan G. Komen. “With more people connecting with brands through gaming and esports than ever before, this campaign provides a fun, unique way to reach people who may not have previously connected with Susan G. Komen, but who care about supporting our cause. By working closely with RedPeg, we are making connections in a space that is not only new to us, but still relatively untapped in the philanthropy world overall. We’re excited to share this experience with the gaming community –– we appreciate their support and hope they enjoy it.”
“It’s an incredible honor to work with Susan G. Komen in putting this campaign together. Both RedPeg and Susan G. Komen recognize the power of the gaming community to unite and make a positive impact in the lives of others, ” said Brad Nierenberg, CEO and Founder of RedPeg. “With the trust of our partner to both strategically and creatively deliver an experience with a purpose, that enables us to leverage the strength of the Susan G. Komen brand into a new frontier, helping them to engage with the 164 million adult gamers in the U.S. alone.”
“We drew upon Susan G. Komen’s history with its Race for the Cure series and imagined the possibility of creating a race-like experience set upon a digital landscape, accessible to all no matter what city they reside in,” said Jason Colvin, Senior Director of Gaming and Esports at RedPeg. “We found inspiration within the Fortnite Creative community to turn this vision into reality and joined forces with some of the biggest content creators in the gaming space. Our hope is that by creating experiences that gamers value and tap into their love for a good challenge, they will in turn show their support for those facing the challenges associated with this disease.”
Roughly one in eight women will develop breast cancer at some point in her lifetime. The goal of this campaign is to drive donations and continued support to Susan G. Komen’s work to save lives and end breast cancer forever through breakthrough research and support for those facing the disease today. To donate and join the Ribbon Race, please visit: https://give.classy.org/ribbonrace .
RedPeg is an independent brand engagement agency with offices in Washington D.C. and Dubai. We create experiences that delight, inspire, and instantly make an impact. Through insight-led strategy, we ensure that fleeting moments become long-lasting memories; and that these memories resonate with our clients and their audiences — clients such as GEICO, DISH, Yuengling and Lidl. We get the need for measurable ROI and KPIs, and for upward curves in sales and social numbers. We achieve those, while also remaining focused on creating experiences that leave lasting impressions. It’s simple, really. We make it mean more, and have been since 1995.
About Susan G. Komen
Susan G. Komen® is the world’s leading nonprofit breast cancer organization, working to save lives and end breast cancer forever. Komen has an unmatched, comprehensive 360-degree approach to fighting this disease across all fronts and supporting millions of people in the U.S. and in countries worldwide. We advocate for patients, drive research breakthroughs, improve access to high-quality care, offer direct patient support and empower people with trustworthy information. Founded by Nancy G. Brinker, who promised her sister, Susan G. Komen, that she would end the disease that claimed Suzy’s life, Komen remains committed to supporting those affected by breast cancer today, while tirelessly searching for tomorrow’s cures.
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