‘Grand Theft Auto’ Players Can Now Get Vaccinated By Pfizer In-Game
By Mikelle Leow, 23 Nov 2021
Video screenshot via Cidade Alta
Grand Theft Auto players can now bio-hack themselves, sort of, with heightened COVID-19 immunity, as part of a campaign by Pfizer Brazil.
Pfizer vaccination centers have been built within the Grand Theft Auto RolePlay (GTA RP) game, a modded version of the prominent action-adventure video game franchise, calling Brazilian players to get their avatars shots to complete an in-game mission.
The facilities exist in Cidade Alta, Latin America’s largest GTA RP server, and have been installed in hopes to inspire more youths to get vaccinated in real life. As of the time of publication, about 60.4% of the Brazilian population are fully vaccinated.
According to Paulo Benetti, the CEO of Cidade Alta owner Outplay, the server draws “more than six million” daily viewers, who check in to watch their favorite gaming creators and streamers on the platform.
After getting their jabs, characters will receive a blue bandage on their arm to let others know that they’ve been virtually vaccinated. Players are also encouraged to share screenshots of this symbol, alongside photos of their real-life selves, with the hashtag #InGameVaccine to declare that they have gotten at least one COVID-19 shot.
“#InGameVaccine communicates directly with Generation Z, encouraging them to reinforce their immunization,” says Félix Del Valle, Ogilvy Brazil’s chief creative officer, in a statement published by Ad Age. Pfizer Brazil partnered with the advertising agency and gaming studio Druid Creative Gaming to breathe life into this campaign.
[via Ad Age, images via various sources]
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