A Vivo, which is already recognized for its banner on gender equality in electronic games, continues this cause with the ‘Don’t mess with the princesses’ movement. The proposal comes as a response to the growing problem of harassment in the community, which affects more than half of the female audience globally and has been keeping girls away from the main games and online platforms. Faced with this reality, the brand continues with the initiatives already carried out in the past in the territory of e-sports with a new discussion on the topic and provides protection tools for women gamersrescuing images of classic princesses from fairy tales to be icons of this battle.
“We believe that new times call for new discussions, and when we see the alarming data that 77% of women gamers have already suffered some type of abuse while playing, we understand that we need to use our strength as a technology brand to help change this reality”, says Marina Daineze, Brand Director at Vivo.
The action, created by the agency Africa Creative, brings a series of initiatives, including the release of original music and smart webcam filters. The song’s lyrics bring the perspective of the princesses themselves, retelling their stories from the angle of resistance to this type of violence. Filters allow the gamers Transform your appearance into princess avatars during matches and live broadcasts to protect your identities and privacy. Vivo will also take the action to special maps within two important games on the scene, Roblox and Fortnite, in which the project’s music will be inserted into the context of the matches. To expand the reach of the conversation, the brand will also send sweatshirts with the movement’s phrase, “Don’t mess with the princesses”, printed, for players to publicize their support for the cause.
“With this movement, we not only want to highlight the injustice of online harassment, but also equip women gamers with the necessary tools to protect themselves and express themselves freely”, says Mariana Sá, co-CCO of Africa Creative.
I live in a gamer universe
Vivo invests in e-sports since 2014, with sponsorships for events such as CCXP and BGS, as well as professional teams (Vivo Keyd and SPQR Brasil Team). Since 2017, the brand has also invested in producing content for this audience, and among the main initiatives in this regard are the #MyGameMyName project, which showed situations of harassment and oppression that women gamers live during online matches. The brand also produced the web series ‘Game Changers’, which addressed various aspects of the Brazilian electronic gaming scene, and created the #eQuality campaign, raising people’s awareness about the wage gap between men and women. Recently, the brand reopened its gaming house so that employees have a fully equipped space and can enjoy the world gamer inside the company.
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