Children and young people are increasingly immersed in the electronic world, especially in the universe of games, and today global studies indicate that a child can consume even more time, more money and have more anxiety than a professional gambler. Given this scenario, the Vivo and the agency Africa Creativewith the technical support of the São Paulo Regional Psychology Council (CRP-SP), created a platform that seeks to contribute to the more conscious use of online games by children.
One of the features of the platform, called Geração Vegas, is to help detect the excessive behavior of children in online games, which has been worrying parents and family members around the world, in addition to providing relevant information on the topic.
“Vivo is a brand that seeks to create constructive dialogues on contemporary themes linked to the challenges of digital life, so we also want to make tools available to make this relationship with games more balanced and healthy”, says Marina Daineze, director of Vivo Brand and Communication.
Already platform,Parents and caregivers will be able to carry out a test in which they themselves answer to find out if the child is playing more than normal and will find suggestions and guidance that can help to take the first steps to deal with the situation. All platform content production and support were done in partnership with Luiza Brandão, a psychologist specializing in child and adolescent behavior, who has been working with families experiencing this problem for seven years and wrote an article for her Postgraduate Degree in Clinical Psychology at University of São Paulo (USP) on the factors associated with the misuse of video games among Brazilian teenagers.
“Conceiving this project alongside Vivo is a huge source of pride for me and Africa Creative. As a father, I couldn’t help but worry about the children and teenagers who are increasingly present in the world of games. It is very important to use all of Africa’s creativity and Vivo’s influence to help families prevent and assist this situation in the best way: with information. New times call for new discussions: we need to use creativity in favor of society and keep up with digital trends”, comments Sergio Gordilho, co-president and CCO of Africa Creative.
Impactful images, produced by artificial intelligence, will be published on the brand’s social networks, portraying this reality. Finally, a search strategy will be implemented on Google to answer the most frequently asked questions by parents and family members on the search site.
“It is important to understand that video games can be incredible entertainment and learning tools, however, their careless use by children and adolescents can lead to catastrophic outcomes. To offer this care, it is essential that we educate parents on how they can prevent problematic outcomes by taking care of their children’s access to these media, taking into account the developmental stage of children and adolescents. This is an essential place that the platform enters, centralizing scientifically based information for parents, in a language accessible to them, allowing them to make conscious and healthy choices, in favor of the development of their children”, explains Luiza Brandão.
The president of the São Paulo Regional Psychology Council (CRP SP), which turns 50 in 2024, spoke about Psychology’s social commitment.
“We highlight that actions to promote comprehensive protection and assistance are fundamental for the development of children and adolescents, and are part of Psychology’s social commitment”, reinforces Talita Fabiano de Carvalho.
Datasheet
Title: Vegas Generation
Client: Vivo
Product/Service – Institutional
Agency: Africa Creative
CCO: Sergio Gordilho
ECD: Angerson Vieira
Art head: Hugo Aranha
Creative Director: Pedro Reis
Creative team: Gustavo Zordan, Zeca Castilho, Samoel Junqueira, Bernardo Silveira, Robson Barreto, Giovanna Lima, Sergio Gordilho and Juliana Leite
co-COO: Heloisa Pupim
Service: Camilla Steiman, Larissa Bertin and Natalia Chamadouro
Media: Peter Eustaquio, Jefferson Sales, Tatiana Araujo and Danielle Laterza
Planning: Ana Kuroki; Anne Corbucci, Nathalia França and Katiane Souza
Social: Patricia Colombo, Aline Botelho, Naty Moreno and Aline Khoury
VP of Special Projects and Creative Content: Juliana Leite
Special Projects Director: Lica de Souza
Project Manager: Giovanna Lima
Creative Producers: Lais Cattena, Thays Miranda, Theo Etlin, and Raquel Martins
Production Assistant: Valentina De Luca
Intern: Marina Rabello
Head of Talents: Fernando Alonso
Manager: Paola Arnelas
Producers: Carolina Barakat, Leandro Motta, Gabriella Marlene and Thais Freitas.
Director of Sustainability and Institutional Relations: Raphael Vandystadt
Producer: Saigon Filmes
Directors: Vellas and Rafa Di Celio
Executive Producers: Marcelo Altschuler, Carol Pessini
Head of Sales and Strategy: Victoria Scaff
Attendance: Bruna Chamlian, Patricia Aguiar, Giovanna Saad, Karin Diniz
Production Coordination: Katiucia Soares, Thalita Machado
Director of Photography: Will Etchebehere
Service: Metanoia Content, Federico Ameglio and Veronica Berta
Assistant Director: Lu Camargo
Post-Production Coordination: Roberta Bruzadin
Post-Production Service: Claudia Rocha
Finisher: Fabio Abreu and Roberta Bruzadin
Editor: Ivan Kanter
Color: Osmar Jr.
Finisher: Leandro Pena and Marcio Mattos
AI Image Post-Production: Studio Boreal
Producer (video with expert): silviomedeiros.net
Director and Photography: Silvio Medeiros
Makeup: Alexandra Batista de Araujo
Location Producer: Calixto
Assistant director: Márcio Costa
Direct sound: Augusto Bispo
Audio Producer: Antfood Music & Sound Design
Creative Direction: Lou Schmidt, Fernando Rojo and Tiago Mago
Executive Production: Renato Castro and Christiane Rachel
Musical Production: Lou Schmidt, Fernando Rojo, Tiago Mago, Luis Bergmann, Lucas Baldin and Vinicius Nunes
Production coordination: Fernando Ianni and Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge and Pablo Homem de Mello
Expert: Luiza Brandão
Technical Support: São Paulo Regional Psychology Council
National PR: Loures
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
