Global healthcare and pharmaceutical giant Reckitt Benckiser has launched an innovative way to attract Australian graduates. Called UrbAN THRILL, the online free runner game is based on a form of urban acrobatics in which participants, known as free runners, use the city and rural landscapes to perform athletic movements through its structures.

The game allows participants to mimic the fast-paced, risk-taking environment of Reckitt Benckiser. The game and characters will be branded with RB and its portfolio of 19 'powerbrands' including Finish, Dettol, Nurofen, Vanish, Durex and Clearasil. Both free running as a sport, and the online game, are designed to push players to the outer reaches of their ability, and reward them with the sense of achievement that comes with being at the top of their game.

In the game, a global team of free runners complete challenges over nine of the world's most dynamic urban settings, including Sydney, Rio de Janero, Paris, Berlin, Moscow and London. The object of the game is for players - 'free runners' - to collect RB kites in the hardest to reach places around the globe, with each city providing unique challenges.

The launch of UrbAN THRILL is a core part of a new global brand campaign for RB, which has been designed to create greater awareness of the company amongst university graduates and people in the early stages of their business careers.

RB regional senior vice president of Australia & New Zealand, Lindsay Forrest (pictured), believes it is critical to constantly look for innovative ways to increase RB's profile amongst the next generation of employees and future leaders.

"RB has a unique culture that is most suitable for young professionals who enjoy the freedom to act, coupled with a fast-paced and agile environment. Our decision to use an extreme sport like free running to showcase the spirit of our challenging and dynamic corporate culture in a fun way is representative of the innovative nature of RB," he said.

The launch of UrbAN THRILL comes following the success of RB's poweRBrands Facebook game last year (http://apps.facebook.com/powerbrands), which gave players a unique opportunity to work in a virtual RB and test their marketing and busienss ability.

To trial the game visit www.rb.com/urbanthrill