EA Sport FC
Client:
EA Sport FC
Brief:
Women are five times more likely to tear their ACL (Anterior Cruciate Ligament) than men. These types of injuries are an epidemic in women’s football and there is very little funding to understand why it happens.
2 million people are playing FC24 at any point, so how can we use their platform and audience to grow awareness of the issue and come to a solution.
Outcome:
EA Sports FC will introduce a new injury element that increases the risk of ACL injuries in the game for female players only. The aim is to bring awareness of the issue and pressure clubs and football associations to take action.
If they are unplayable IRL, they are unplayable everywhere.
The injury element will increase the risk for highly rated players. If injured, gamers will get notified that they will be unavailable for team selection for a certain amount of time - just like real life.
To promote the campaign further, EA Sports FC will launch a crest hijack. These will be made into limited edition kits will be available in-game and be worn for a one off match IRL by select teams.
Reactive social posts announcing that injuries IRL will also happen in-game, making the player unavailable for selection. They also directly call out Clubs and Football Associations.
Posters.