Sea Hero Quest
Dementia arguably presents one of the greatest health and social care challenges that we face globally, dementia will affect 135 million people worldwide and 2 million in the UK alone by 2050.
To play a part in the fight against dementia, Deutsche Telekom in collaboration with scientists from UCL and Alzheimer’s Research UK developed and launched a mobile game, Sea Hero Quest - designed to create the world’s largest crowd sourced data set on spatial navigation – one of the earliest signs of dementia.
freuds developed and implemented an international and UK stakeholder and media strategy, including a media sneak preview and launch event at UCL. The seamless execution resulted in 200,000 downloads in 48 hours attributed to PR alone. In two weeks, the game had been downloaded more than a million times and played for over 11 years' worth of time - equalling 1,770 years of equivalent lab-based research.
Driving these downloads were major stories on Sky and BBC News and blanket reporting across all national online media.