On May 5, 72 female skydivers will don red jumpsuits and jump from the skies across London to form the Red Cross emblem to promote Red Cross week, which runs across May 6-12.

Digital communications agency Inbox Digital, a member of Digital Marketing Group, has been appointed to promote the event online and has created a website to promote the activity with a viral game.

The agency was appointed following a two-way pitch. The brief was to raise awareness of the event with a new, younger demographic in a fresh and dynamic way, and to encourage participation in Red Cross Appeal Week and donations, while driving newsletter subscriptions and traffic through to the Red Cross Appeal website.

Dorothea Arndt, new-media manager at British Red Cross, said: "Red Cross Appeal Week is a key event in our fundraising calendar and this years skydive is designed to create maximum impact. Inbox Digital has perfectly interpreted the brief, incorporating the action-packed theme in a format that will help reach out beyond our traditional demographic to a younger, digitally-savvy audience while still appealing to our loyal supporters."

Play starts with a plane flying across the London skyline dropping skydivers who then plummet towards the city's landmarks. In this simple but progressively harder game of "chicken", the player's challenge is to earn maximum points by deploying their parachute as near to the ground as possible.

Once the player has gone past the cut-off point their parachute is automatically deployed and they have five lives before the game is over. Players are encouraged to start a league and tell a friend. A prize draw offers players the chance to win a skydive by signing up to the newsletter and players are directed to the Red Cross website to find out more about Red Cross Appeal Week and how to donate.

Oli Christie, creative director at Inbox Digital, said: "Simple, fun and competitive, Freefall Frenzy has all the ingredients of a great viral. Clear and easy to play, it will appeal to the British Red Cross' broad target market while capturing important profiling data that will help them grow the next generation of donors and volunteers."