During lockdown, French authorities noticed a decrease in domestic violence directed to children. That only meant that abuse that could normally be detected by teachers, was no longer visible.
We chose Fortnite, a game with more than 380M players, where 53% are aged between 10 and 25 years old, and we inserted an undercover avatar that allowed young players to confide without arousing suspicion of those abusing them.
Our game developers created the character that would be the confident of young children and we kept it online 7 days a week, 24 hours a day.
The first phase, needed to be secretive, we had to only reach children. We managed to get two very famous French eSports teams gamers and influencers behind us. They used their power to disseminate information about the initiative and reached their young fans through Instagram stories, Tweets, YouTube videos and Twitch.
The second phase was a massive PR initiative activated once the campaign ended. It involved some of the most popular French Newspapers, TVs and radios and it was designed to let the world know about the initiative.
It was a success:
1200 friend requests from kids.
+50M PR impressions.
+700M media impression.