Initiative entitled “Don’t mess with the princesses” was created by Africa Creative
Vivo is continuing its actions aimed at gender equality in electronic games with the launch of the “Don’t mess with the princesses” movement.
The project emerged as a response to the problem of harassment in the community, which affects more than half of the global female audience, keeping them away from games and online platforms.
The action, created by 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 gamers to transform their appearance into princess avatars during matches and live broadcasts, to protect their identities and privacy.
“With this movement, we not only want to highlight the injustice of online harassment, but also equip female gamers with the tools they need to protect themselves and express themselves freely,” said Mariana Sá, Co-CCO of Africa Creative.
Furthermore, Vivo will also take the action to special maps within two important games in 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 phrase “Don’t mess with the princesses” printed on it for players to publicize their support for the cause.
“We believe that new times call for new discussions and, when we see the alarming data that 77% of female gamers have 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”, highlighted Marina Daineze, Brand Director at Vivo.
