Freuds and Proud Robinson support launch of dementia-fighting mobile game

Freuds and its sister agency Proud Robinson have been called in to assist the launch of a new mobile game intended to aid the fight against dementia.

The Sea Hero Quest has been developed in partnership with University College London, the University of East Anglia and Alzheimer's Research UK. Playing the game generates useful data on spatial navigation and how that aspect of the brain works, reports PRWeek.

Events and marketing firm Proud Robinson has been working with Deutsche Telekom for the past five years, with their relationship predating Freuds' part-acquisition of the agency last autumn.

Freuds has been brought on board to handle UK and international media activation for Sea Hero Quest's launch, with Proud Robinson handling the global launch strategy for the game.

Sea Hero Quest has already been featured on BBC Breakfast, various BBC radio stations and Sky, with the Twitter hashtag #gameforgood also helping to promote the app. It had been downloaded more than 25,000 times by mid-afternoon on its launch day, May 4th.

Ben Robinson, director at Freuds and chair of Proud Robinson, said: "This was a huge project but one that both agencies are proud to have contributed to in some small way."