Cannes Lions: Awards for #Gameforgood

The eyes of the entire marketing and advertising industry are on Cannes at the moment, where this week the renowned Cannes Lions awards are underway.

Deutsche Telekom has submitted its #Gameforgood in a number of categories, and has already been successful. At the very start, the jurors awarded the campaign two silver Lions in the award categories Health & Wellness and Pharma. "The positive response to our initiative is overwhelming," said Deutsche Telekom’s Chief Brand Officer Hans-Christian Schwingen. More awards may well be added to these two in the course of the week.

Deutsche Telekom, alongside international partners from research and academia are supporting dementia research, make it possible. Thanks to #gameforgood and the mobile game Sea Hero Quest, dementia research has taken a huge step forward. The basic concept of the project was to harness just some of the 3 billion hours we spend gaming each week and allow people to share their time to help scientists to gather valuable navigational data, generated through gameplay. Through Sea Hero Quest, researchers are provided with anonymous game data about the navigational behavior and spatial orientation of each player.