21 grams x Call of Duty

Challenge: Inspire smartphone & tablet users to break the habit causing myopia.

Gen Z spends hours at a stretch playing mobile games, particularly Call of Duty, neglecting healthy eye practices like spending time outdoors and following the 20-20-20 rule.

Insight: Most experienced COD players think they’d be equally good IRL.

Idea: Put their skills and eyes to the test in the real world.

Action:

A real-world Call Of Duty map that puts the 20-20-20 rule in action to conduct a myopia eye test for gamers.  

After every 20-minute round, players can look out for reward stickers that will be placed at a 20-foot distance. If they correctly guess the reward, they win it in-game. If they cannot see it clearly, they will be given a free eye consultation to detect early signs of myopia.