Long COVID has now affected over 100 million people worldwide. It is a highly debilitating condition with a wide range of symptoms that target multiple organ systems.

Unfortunately, knowledge about these symptoms is not as widespread as the condition itself, especially among younger generations.

The patient network, Long COVID Europe, wanted to effectively communicate these complex symptoms to a younger audience and, at the same time, raise funds for Long COVID research and rehabilitation.

Idea: Long COVID Europe created Long COVID Mode – real-world symptoms translated into the worlds of gaming. 20 common symptoms were coded into 3 popular games – Elden Ring, Minecraft, The Witcher 3 – to let people experience them through their main characters. Long COVID Mode was shared with influential gamers who broadcasted it to millions of people around the world through charity streams.

Strategy: Gen Z spends about 12 hours/week watching games. This made gaming the preferred medium for Long COVID Europe. But it was a peculiar gamer habit that made Long COVID Mode more relevant for those watching it.

Gamers keep replaying their games on higher difficulties. This phenomenon is called Challenge Running and is one of the most-watched gaming formats globally.

By giving game characters Long COVID symptoms and thus creating a whole new difficulty for gamers to test their skill on, Long COVID Europe seamlessly integrated itself into their content. Their community appreciated this new challenge too.

The gamers encouraged their fanbase to learn more about Long COVID, speak to their friends about it and support the cause through in-stream donations.

Execution: Long COVID Mode was created using game mods. Mods, short for modifications, are alterations made to existing games by fans who can code.

Long COVID Mode was coded by established modders and is based on the real experiences of patients. It was created by altering in-game stats like health, hunger, memory, and more to mimic real-world symptoms. The mods were developed pro-bono, within 2 months. All 3 mods are free to download on Long COVID Europe’s website.

Long COVID Europe partnered with influential gamers to host charity streams on Twitch and YouTube. Their collective clout attracted the attention of the global media.

Results: Long COVID Europe saw a 320% increase in donations during the campaign period.

Long COVID Mode was covered by the press in 46 countries in 11 different languages. While the gamers delivered a reach of 22 million, the 70+ press articles helped it achieve a total reach of 140 million with earned media coverage worth €35 million. On an average, each viewer spent 35 minutes watching gamers play Long COVID Mode.

By giving people a vivid glimpse of life with Long COVID, Long COVID Mode inspired empathy among those who had never heard of the condition before. It made them want to help – by spreading the word or through donations.