CHALLENGE

Childhood cancer, especially leukemia, remains a complex and often invisible reality for younger audiences. While 80% of children with cancer survive, 20% still do not respond to existing treatments. The challenge was to raise awareness among a hard-to-reach younger generation, helping them understand the disease and the critical role of scientific research, using a language that truly resonates with them.

SOLUTION

Cheil Spain crearted The Battle Inside, a custom mod of the iconic video game 'Doom' that immerses players inside the human body to experience the fight against cancer firsthand. Enemies are transformed into cancer cells, viruses and pathogens, while weapons are inspired by real treatments such as chemotherapy and advanced therapies made possible through research.

Beyond education, the project was amplified through a live online event with popular streamers, encouraging donations via Bizum to support CRIS Advanced Therapies Unit for Chilhood Cancer at Hospital de La Paz in Madrid, turning gaming into a powerful tool for awareness and fundraising.

RESULTS



The Battle Inside successfully turned a legendary video game into a platform for social impact. The initiative connected with younger audiences through native gaming culture, raised awareness about childhood leukemia and actively supported cancer research through donations. The project proved that video games can go beyond entertainment educating, mobilizing and empowering a new generation to join the fight against cancer.