In its latest campaign, Xbox is putting the healing properties of video games for young people with rare diseases under the spotlight.
Although viewed from the outside, video games seem the epitome of superficiality, the truth is that under the guise of “manipulation” There is great healing power. The healing properties of video games are what Microsoft Xbox is specifically putting in the spotlight in a campaign developed in collaboration with the NGO Gamers Outreach.
illuminated by McCann London, The campaign revolves around a video made like a documentary in which two young men suffering from the same rare disease, Ehlers-Danlos Syndrome, have the opportunity to connect. and chat while participating in Forza Horizon 5.
One of the film’s protagonists is Jordan, a 14-year-old teenager from Atlanta who spent most of his childhood in the hospital. And that he never had the chance to meet someone with the same disease. Thanks to Xbox, good old Jordan meets Megan, a 23-year-old girl who lives in Scotland and also suffers from Ehlers-Danlos Syndrome.
If you don’t see the embedded video correctly, tap here
Through his conversation with Megan (which was captured quite poignantly by director Brian Buckley) The viewer witnesses how clearly Jordan is rejoiced by the opportunity to exchange views with someone suffering from the same disease..
Jordan and Meghan are so deep in the conversation that the game is finally taking a back seat Both agree to repeat the treatment “play” session once a week.
The video, which was posted to Xbox social media channels and the Gamers Outreach blog earlier this week, confirms how Games can become a powerful therapeutic tool for children and teens who spend most of their time in hospitals.
With this inspiring campaign, Xbox wants to increase donations to Gamers OutreachGo Kart systems and gaming stations are brought into hospitals that allow patients to stay in touch with friends and family.
As part of the campaign, Xbox is also committed to providing video game hardware to hospitals.
“In all these years, our programs have been a source of comfort and connection for children and adolescents during their treatment”Zach Wigan, founder of Gamers Outreach explains. He asserts that “‘games’ allow for activities and social connections that can aid in the healing process.” “We want all hospitals to be equipped with game consoles so that children have the opportunity to participate in their favorite activities. Our partnership with Xbox provides support in our efforts to make gaming more accessible to everyone.”
“At Xbox, we believe gaming is a basic human need”, confirms Michael Flat, global director of integrated marketing for Xbox. “We are proud to support Gamers Outreach and bring fun, creativity, and outreach to games for children to help them through the recovery process,” he adds.
This isn’t the first time Xbox has imbued its ad campaigns with a strong sense of purpose. In 2021, Microsoft, a subsidiary of this initiative, launched this initiative “Beyond Generations” With the ultimate goal of alleviating the isolation of the elderly during the pandemic, with the help of video game consoles. And in 2019, Xbox received a whole host of awards with “Change the game”a campaign focused on developing an accessible console for players with disabilities.
Don’t miss anything from MarketingDirecto.com and join Telegram t.me/MarketingDirecto
“Beer enthusiast. Subtly charming alcohol junkie. Wannabe internet buff. Typical pop culture lover.”
More Stories
BlueImage is a new technology from Vivo designed to address common problems in mobile photography
Is it possible to set a password for chats on Instagram? We're telling you
Amazon Ads launches AI image generator