To raise awareness and bring more people to get vaccinated in real life, we launched an activation in game. To score in-game benefits, players begin by getting their characters vaccinated at one of the in-game centers. Next, they post proof of vaccination to Instagram or Twitter using the hashtag #InGameVaccine. Players need at least one vaccine dose from any pharmaceutical company. Once completed, a special bandage on a character's arm denotes a full shield bar in the game.
The campaign was heavily supported by 25 gaming influencers in Brazil, including Coringa, Babi, Gabe Peixe, Sabsdenada and Piuzinho, who played the mission live on Twitch and Nimo.