- Pfizer has launched a unique action on the Brazilian server GTA Online.
- Local players can vaccinate their characters against COVID-19.
- The initiative is designed to promote vaccination among Brazilian youth.
We hear about COVID-19 vaccinations almost all the time. The ongoing pandemic causes that the governments of individual countries, as well as companies producing vaccines, are trying to convince citizens to take advantage of preparations preventing the disease. Most often we deal with TV campaigns or huge billboards. However, Pfizer had a different idea to promote vaccinations.
In order to popularize the action in Brazil, it was decided to transfer it also to the virtual world. The local players can instill not only themselves, but also their characters in GTA Online. This applies to Cidade Alta, a special role-play server in the game from Rockstar Games studio. In cooperation with its owners as well as Ogilvy Brazil and Druid agencies, a challenge signed with the hashtag #vacinaingame was created.
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Players can go to a special Pfizer facility on the server and have their characters vaccinated. As a reward, they will receive a blue dressing, with the help of which they will certify that they took part in the action. Many users then post their own photo with the hashtag (often accompanied by their avatar) in social media, which is to mean that they have also implanted themselves in the real world.
With this action, Pfizer wants to convince the younger part of Brazil’s society to vaccinate. Popular streamers from the region also took part in the initiative. Their involvement is to positively influence the popularity of virtual and real vaccinations. It remains to be hoped that the players will not limit themselves only to taking care of their characters’ health in GTA.