MAAF Assurances has chosen Fortnite, one of the world's largest online gaming communities, to raise awareness among young people about road safety. With "Home Run," MAAF aims to offer young gamers a unique and entertaining experience while teaching them essential driving skills.
In "Home Run," players embark on an adventure from a night out with friends to safely returning home. Along the way, they encounter obstacles and challenges, testing their reflexes, analytical skills, and decision-making abilities. The game serves as a reminder that in real life, there are no second chances.
Road accident prevention is a top priority for MAAF, especially among young adults aged 18-24, who are disproportionately affected. In 2023 alone, over 500 young people lost their lives in road accidents, making it the leading cause of mortality in this age group.
Fortnite is known for enhancing players' visual attention, spatial awareness, and problem-solving skills. In "Home Run," players' choices directly impact their final score and outcomes. They are exposed to the dangers of reckless driving, while also learning about alternative modes of transportation through the game.
Marielle Vo-Van Liger, Marketing and Communication Director of MAAF, explains the choice of Fortnite: "We know young people play on this platform long before they get their driver's license. The earlier the awareness of dangers occurs, the more effectively we can fight accidents. This inclusive game also develops behavioral qualities: the ability to decide, strategic thinking, visual attention... These are very valuable, both behind the wheel and in the professional world."
MAAF has been promoting road safety since 2002, with campaigns against driving under the influence of alcohol or drugs. "Home Run" represents MAAF's latest initiative, leveraging gaming to reach young audiences effectively.
Partnering with GroupM's media agency Wavemaker and its Brand Content and Brand Experience StudioM, MAAF aims to create an immersive and educational experience on Fortnite, blending gaming with road safety education.
