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Through Their Eyes

CLIENT
L'Oréal
BRAND
Maybelline NY
REGION
Melbourne
CATEGORY
Glass Lion for Change
Entertainment Lions for Gaming
Sustainable Deveopment Goals
Social & Influencer
PR
Health & Wellness
INDUSTRY
FMCG: Beauty
DESCRIPTION

In Australia, 83% of female-identifying gamers have experienced offensive behavior online. Most women switch their microphones off to hide their identity and are forced to game in silence.

Using live voice-changing technology, we created fake female profiles for two prominent Aussie male gamers who were playing an a first-person shooter game online so they could experience what it was like to play through a woman’s eyes.

The 3-minute experiment was broadcast to Twitch streamers and at a custom tournament to millions of fans, encouraging male players to change the game and change their behavior, and directed women who suffered abuse to an online mental health service, ReachOut.

AGENCIES
McCann Melbourne