Client
Orange
Timeline
4 weeks
Campaign Duration
2 weeks
CYBERBULLYING
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WOMEN IN GAMES
〰️
SAFER INTERNET
〰️
GTA RP
〰️
VIVATECH
〰️
COLLAGE
〰️
SEXISM
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CYBERBULLYING 〰️ WOMEN IN GAMES 〰️ SAFER INTERNET 〰️ GTA RP 〰️ VIVATECH 〰️ COLLAGE 〰️ SEXISM 〰️
Wall of Change has not said its last word against cyberbullying.
Orange is targeting cyberbullying. As part of its preventing actions grouped together under the #For Good Connections initiative, we rolled out a 3-stage campaign with Publicis to denounce sexism in the gaming world:
GTA RP: We targeted a popular GTA server and a role-playing mode much appreciated by gamers and influencers. With the Women in Games association, we displayed in the server collages with strong messages and the number to call in France: 3018.
Livestreams: Key Opinion Leaders engage their communities in the fight against sexism. First, streamers Rises and Aenot played live on GTA and discovered the collages. Then Loupiote, Niemesia, Rises, Spicy Honey, Trixy and Women in Games debated sexism live on Twitch.
Debate at VivaTech: Caroline Guillaumin, Communication Director of Orange, joins streamer Loupiote, Valentin Richardot, editor-en-chief of J'ai un pote dans la comm, and Anna Bresson, Secretary General of Women in Games, to lead a debate on sexism at VivaTech, an event that attracted 150,000 visitors in 2023. (source: Docaposte)
⚠️ Using virtual worlds to boost a campaign's impact?
Virtual worlds are easy to update. Their creative and playful potential enhances the impact of a campaign. The numerous actors and influencers enable us to reach an ever-wider audience and renew engagement.
Why? Following the success of the Safe Zone, a set of digital resources (games, installations, assets) to combat cyberbullying, Orange is now targeting its prevention actions at sexism.
