Since the establishment of the Global Polio Eradication Initiative (GPEI) in 1998, global cases of polio have reduced significantly, with the disease now considered 99.9% eradicated. Despite this remarkable progress, polio persists in Pakistan and Afghanistan.

Sustained commitment and funds is imperative to ensure the complete eradication of this disease.

The problem? We need to make it easier for decision makers to do the right thing, by creating a chorus of support amongst new audiences and giving relevance to the fight.

France, which demonstrated its commitment by contributing 50 million euros in October 2022 was identified as a key country for engagement, and the Bill & Melinda Gates Foundation (part of the GPEI) wanted to launch a campaign with the focus of connecting with a previously untapped audience, Gen Z, and leveraging their influence to exert pressure on leaders to sustain funding and resources for the ongoing fight against polio.

In partnership with Paris Saint-Germain and EA SPORTS France, we devised a strategy to turn the battle against polio into a gaming mystery. We introduced @P0L__10, a mysterious EA SPORTS FC™ gamer, who defeated top eSports players and PSG footballers, sparking speculation in gaming communities. Gamers rallied for a final tournament at the Eiffel Tower, streamed live on Twitch. Amidst eSports players, PSG stars, influencers, and polio survivors, @P0L__10 was revealed not as a new gamer but a symbol of polio's threat.

This rallying call urged gamers to join the mission to #ENDPOLIO. French President Macron and Bill Gates joined via video, acknowledging the gaming community's commitment, revealing a €55 million contribution to polio eradication by the French Development Agency. Leveraging influencer partnerships and PSG support, we amplified the campaign's impact across social channels, supported by WHO, Rotary International, CDC, UNICEF, Gates Foundation, and Gavi.

“Gaming is the 2nd most popular hobby among GenZ.” (YPulse Survey Data).

“70% of Zoomers are involved in social or political causes.” (BBC)

“70% use social media to voice concerns and create change.” (Search Engine Journal)

“Younger generations believe government should address big challenges, but place greater importance on communities compared to older generations.” (SAP: GenZ Behavior)

GenZ is a vibrant audience, heavily present on social media, passionate, and more engaged in activist battles or supporting causes than any other generation. Our campaign has been tailored to this demographic, weaving the fight against polio into one of their biggest passion point - gaming.

But we didn’t just crash the party; we authentically integrated it into the story, creating intrigue on social. Leveraging the influence of prominent French influencers, whom our audience resonates with, and partnering with a cultural powerhouse (PSG), we've integrated the cause into the heart of fan communities.

Remy Rioux, of the French Government’s Agence Française de Développement (AFD) announced funding of €55 million to support Pakistan's health institutions and the Polio Eradication Initiative. This included a €20 million grant from the Gates Foundation.

We successfully achieved our goal of reaching GenZ, with our campaign garnering visibility and engagement from over 20 million people. This widespread impact was facilitated through the diverse publications of our influencers and partners including PSG and GPEI partners, coupled with the live broadcast on Twitch.