The Finger Run

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SCENARIO

In Italy, Multiple Sclerosis is a widespread condition, also between young people. What’s not spreading is knowledge of the disease,

even if an early diagnosis can make the difference. We helped the Italian Association of Multiple Sclerosis, AISM, to raise awareness on MS

and to reach a younger audience’s attention. Attention which is low on MS but incredibly strong on smartphones.

IDEA

In view of MS World Day, we turned their scrolling addiction into something meaningful. Together with Facebook, we built an instant game from scratch and we launched the most no-sense, no-profit digital event ever done: a 12 hours collective marathon to run with fingers, on a very accessible track, Facebook Messenger. Considering the impressive growth of Facebook games, we set a challenging goal

to the whole community: to reach the 42km objective, all together.

EXECUTION

We created an addicting game that raises your awareness of MS. Obstacles were turned into opportunities to learn more about the disease.
We also provided players with paid tools to make the game more engaging while collecting donations.

We launched the game and the event on Facebook through an impactful video-strategy

that invited users to train their fingers for the collective marathon.

Two days before the marathon, a team of influencers received a training kit to get ready for the Finger Run. All the influencers shared their favorite way to train their fingers with the gears that was sent. And, in the day of the event, they played the game alongside their followers.