CoppaFeel! has taken its first foray into gaming with a series of in-game ads targeting young, female gamers, asking people to check their chests for signs of cancer.
The breast cancer awareness charity will be working with advertising company Admix to help launch the charity’s in-play digital ad campaign running throughout summer 2021.
In-play campaigns integrate ads and product placement into immersive gameplay experiences. This campaign will be digitally incorporated into mobile gaming content without disrupting any gameplay.
It will run across multiple gaming genres, all geared towards raising awareness for the charity’s core mission, which is to ensure all breast cancers are diagnosed early and correctly.
The ads will appear across games that are popular with women, such as Equestriad, Cat Simulator, Beat Blader and Ultimate Car Simulator.
CoppaFeel! hopes this campaign will reach highly engaged mobile gaming audiences at scale. The charity is aiming to educate 18 to 24-year-old women.
Harri Lowndes, marketing manager at CoppaFeel!, said: “All the work we do at CoppaFeel! aims to speak to young people in their natural habitat and we’re always on the lookout for new and innovative ways to remind all young people that knowing their bodies could save their lives.
“We are really excited to be working with Admix to reach a new, engaged audience in the mobile gaming world and hope that this ad campaign will help to spark conversations amongst young people about the importance of checking their chests regularly.”
Nina Mackie, global agency partnerships director at Admix, said gaming audiences “are largely untapped by brands” so this partnership offers CoppaFeel! the chance to spread their message to a young and highly engaged audience “in a non-disruptive way”.
She added: “Awareness-raising campaigns like this current one from CoppaFeel! show that mobile gaming serves as an invaluable media channel not only to educate but to foster positive brand interaction and engagement.”