Promoting responsible decision-making in Roblox

Build a game to spread the message and reach as many young people as possible.

AWARE.org was looking for an innovative new way to raise awareness about the dangers and risks associated with underage drinking in a way that would effectively reach and resonate with their target audience - South African youth.

Given its popularity, Roblox was chosen as the activation platform for the campaign to capture the attention of young people where they are already gathering and to amplify the important message of AWARE.org.

Introducing the Lost Items #MakersOfTomorrow Challenge.

Adhering to Roblox's community guidelines, we designed a playable experience centred around the dangers of peer pressure and the repercussions of drinking, to reflect the core message of AWARE.org without explicitly referring to alcohol.

The challenge was launched as an integrated campaign through a "pop up" experience within the popular RoVille world, and immerses players in a house party scenario, on the morning after.

Through a series of engaging mini-games, and quests, players must assist five young characters - each grappling with different negative effects of underage drinking, such as the effects on the mind, body, mood, social life, and self-control. Upon completion of the challenge, the first 5 000 players were rewarded with a limited UGC Backpack to incentivise play and increase hype.

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