In December 2023, the Swiss pharmacy network Amavita launched an innovative initiative within the popular video game Fortnite to engage with younger audiences on topics related to hygiene, love, and sexuality. This virtual endeavor, known as the Vitaverse, aimed to provide anonymous counseling and education to adolescents in a familiar digital environment.
Within Fortnite, Amavita introduced “Ama Island,” a dedicated virtual space where players could explore and interact. The island featured an engaging activity where users searched for hidden letters that formed a solution word. Participants who discovered this word could visit one of eleven selected Amavita pharmacies in Switzerland to redeem a surprise package containing products related to personal development during adolescence.
Central to the initiative was the “Ask_Ama” avatar, designed to answer questions about sexual hygiene and health. Players could add “Ask_Ama” as a friend within Fortnite and engage in private chats to seek information or advice. This feature was operational from Monday to Friday, between 6 PM and 8 PM, ensuring timely responses from qualified experts.
To effectively reach the target demographic, Amavita collaborated with several Swiss content creators and influencers from the comedy and gaming communities. These influencers promoted the Vitaverse across platforms like Instagram, Twitch, and TikTok, collectively reaching approximately 1.3 million individuals. Notable personalities, such as @corinabrx and @timitime_, showcased the Vitaverse during live streams, enhancing its visibility and appeal.
By integrating into the Fortnite environment, Amavita successfully addressed sensitive topics in an environment where adolescents feel comfortable, thereby reducing potential barriers to seeking information and support. This approach exemplifies how traditional healthcare services can adapt to digital platforms to engage and educate younger populations effectively.
