According to the European Union, 11 children die every week while attempting to cross the Mediterranean. More than 2,500 migrants died or disappeared while trying to cross in 2023. These data turn the Mediterranean Sea into the largest mass grave in the world.

In this situation, a small NGO like Humanitarian Maritime Rescue (Salvamento Marítimo Humanitario) needed to create a powerful action. An action that would position them in the social conversation to raise awareness about the humanitarian crisis in the Mediterranean. Through donations, the NGO was able to charter new rescue missions. Each time the ship goes on a rescue mission, €35,000 are invested.

Every day, NGOs such as Humanitarian Maritime Rescue (Salvamento Marítimo Humanitario) embark on missions at sea to search for ships. We realized that this was very similar to the mechanics of a world-famous board game: Battleship. However, the objective of our NGO was radically different. What if we turned the mechanics of the classic game on its head? We created Rescueship (Salvar la flota), a game where whoever saves the most lives wins.

The mechanics were the same as in Battleship, but instead of destroying ships, the players would perform the same task as the NGO: they would attempt to blindly search for shipwrecked people. Boats, lifeboats, and rescued people were the pieces of the game, creating an entire graphic universe to convey our message.

This game served a dual purpose: on one hand, it was an educational tool to raise awareness, and on the other hand, it served as a key

We wanted to educate and raise awareness about this reality and, at the same time, find a way to finance new missions. But a conventional fundraising campaign was not enough. Through the game's narrative, we wanted players to experience a change in their perception of the humanitarian migration crisis, which translates into increased empathy, awareness and donations.

Strategically, Rescueship (Salvar la flota) accomplished both objectives.

On one hand, through a launch video, we conducted the first fundraising campaign just before Christmas, a time of year when there is heightened attention to toys. In less than 72 hours, we achieved the fundraising goal necessary to charter the next rescue mission.

On the other hand, being based on a world-renowned game, Rescueship (Salvar la flota) generated enough interest to effectively convey the message to people of all ages, raising awareness of the problem.

We developed a launch campaign with mailings to media outlets and opinion leaders that helped spread our message.

A week before Christmas, in the midst of the large number of Christmas toy ads, the NGO launched an ad on digital platforms. This ad was camouflaged among those of toy companies, but the message was not the usual one.

The online film began with the familiar coordinates, and as we listened to the typical "miss, miss" prompts. Suddenly, everything changes. Instead of pronouncing "sunk", the voice over said "saved". Real images of rescues in the Mediterranean were shown on the screen, accompanied by a message: "We have always been taught to sink ships, now let's learn how to rescue them".

The piece directed you to the website where you could buy it.The impact of our message was significant, as in less than 72 hours we sold out of all our stock.

Donations skyrocketed. In less than 72 hours, the donations needed to charter a rescue ship had been reached.

-The message was broadcast in more than 150 national and international media.

-Reach of 2.5 MM

-EMV value of more than 625K€.

-We raised 47,000 euros in private donations.

And the most important one:

-43 lives saved