APPROACH AND METHODOLOGY
FCancer plans on approaching the issue of cancer risk in a way that truly resonates with Generation Y: through social gaming. FCancer will develop an interactive game called 'Save My Life', which will be played on the web using facebook's social graph to connect players. This game is played online, but it has real world consequences. In the game, players undertake missions which place them in a series of precarious scenarios. In order to earn the tools they need to survive, players need to commit to making changes in their actual day-to-day lives. After each action, they will log their progress through an online or mobile application and receive virtual credits and status. Each set of actions, if maintained, would lower the player's odds of dying from cancer.
The game uses person to person interactions as a key motivator. Players are not just trying to achieve healthy outcomes; they are gaining a pretense to interact with their friends in a positive and healthy manner. The game takes actions that would be boring in solitude and makes them exciting through its quirky narrative and social dynamics.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
The initial version of the game will take six months to build, using intellectual property (a game platform) and custom code from FCancer's development partner. Once completed, it will launch to FCancer's network of supporters and spread through social media platforms to a broader audience. The game is designed to be a platform which can remain relevant for 3-5 years through new missions, contributed content, and an expanding network of players.
The key metric is the Number of Daily Actions taken in the game, which is a reasonable proxy for the health impact of the game. Additionally, the number of Daily Active Users shows the reach and scale Save My Life has achieved. The game will immediately generate data regarding the player's base-level of cancer knowledge, the types of learning players are most comfortable undertaking, and their willingness to undertake action to improve their health. FCancer will be able to track the total number of healthy actions performed through the game, as well as which actions proved to be the most popular and maintainable
The issue that this commitment seeks to address is that nobody talks about cancer until they have it. People who don't talk about cancer don't know what to look for. This is a problem that extends from Generation Y through to their parents' generation. Furthermore, most individuals do not integrate those small and easy actions into their lives that could dramatically lower their cancer risks.
In terms of those met at CGI who provide us with this, I certainly appreciate the opportunity to have met the amazing Livestrong team. Doug Ulman and Lance Armstrong were incredibly inspirational, and made it clear that they were happy to help FCancer grow and prosper. I feel very lucky to have these individuals as mentors and new friends, and hope to learn as much as possible from them as we move forward. I was also invited to become a member of Livestrong's Young Adult Alliance, where I've had a chance to take part in the community and receive updates about the organization.