In an unusual collaboration between the Haifa and Western Galilee District General Authority and the startup company ReachPlayers, an experiential complex of the General Authority within the successful ROBLOX gaming platform was launched during Sukkot. The Israeli gamers will be able to learn about the community sorting services and receiving home delivery of medicines and even win an upgrade that makes their character in the game stronger and faster.
The complex is designed as part of the game and allows players to enter the clinic and pharmacy complex of the General, get to know the innovative services of the cash register and win a "boost" that allows them to jump higher, run faster and "get healthy" in the game.
The development and creation of the complex in a number of different games was done in collaboration with the company ReachPlayers, which specializes in creating content adapted to a young audience that is embedded in the games Roblox, Fortnite, Minecraft and more, allowing brands to reach the Israeli gamer audience in an authentic and experiential way precisely in the areas that are the most difficult to reach. The players discover the general complex within their favorite games, when the characters of a doctor named Gabriela and a pharmacist named Irena welcome them and introduce them to the community screening services and options for ordering and delivering medicines to the home, and also to enjoy a doctor's gown and a stethoscope that allow them to get a significant boost in the game.
According to Assaf Zemach, director of the marketing and service department in the Haifa and Western Galilee district:
The innovative project reflects our commitment to be at the forefront of technology and innovation in the world of health and we are the first in Israel to connect the world of gaming and the world of health in such a significant way. We realized that in order to reach the young audience, we must be present in the places where they spend their time. Integrating our health messages into the ROBLOX platform and similar allows us to make available important information about our health services in a fun and interactive way. The community screening and home delivery of medicines are excellent services that we have developed to make it easier for our patients and improve the quality of care.
In general, we believe that health education starts at a young age, and this is a great opportunity to reach the young audience and instill important messages about maintaining health.
Klalit's experiential complex ► Watch
Michael Anu, CEO of ReachPlayers:
The collaboration with Klalit puts the health fund on par with the world's leading brands and presents extraordinary innovation in the world of health. Working together, we integrated the new services that Klalit offers into various games on the Roblox platform where over 650 thousand Israeli players play. This campaign sets a new standard for health communication in the digital age.
