Purpose Awards EMEA 2021: Charity/NGO - Best Public Awareness Cause Campaign

WINNER: The Fortnite Undercover Avatar by Havas Sports & Entertainment for L'Enfant Bleu.

Purpose Awards EMEA 2021: Charity/NGO - Best Public Awareness Cause Campaign

Charity L'Enfant Bleu safeguards the welfare of French children, helping those who are in trouble, in danger or affected by domestic violence. During the first wave of Covid-19, French authorities noticed a decrease in reports of domestic violence directed at children. The campaign's objective was to help children report abuse during the pandemic in a discreet way.

Fortnite, a game where more than half the players are aged between 10 and 25, was used
as the communication channel. Young players could confide in an undercover avatar
inserted within the game, and controlled by therapists from L'Enfant Blue, without arousing
the suspicions of those abusing them. The avatar was online seven days a week, for 24
hours a day.

Due to the nature of the month-long campaign, it had to remain secretive to parents and
guardians, and be visible only to children. Two famous gamers from French eSports teams,
who have more than 500k followers on their social media accounts, were engaged as
influencers; they used their power to disseminate information about the initiative.
While the Fortnite character was online, 1,200 friend requests were received from kids, with
30% of these related to dangerous situations asking for urgent preventive treatments. When
the project was made public, it garnered extensive media coverage. Its impact was so strong
that the French government decided to set up a specific task force looking at how video
games can be used to identify abused children.

  

Finalists

The Hunger Free Future Campaign by Facebook UK for The Trussell Trust

Silent Slaughter by JIN for International Organization for Peace building and Social
Justice

MTV Shuga: Alone Together by MTV Staying Alive Foundation

Get That New Shoes Feeling by TBWA South Africa for SPAR / BATA

A Love/Hate Relationship by Weber Shandwick for Breast Cancer Now

Our One Home by Weber Shandwick for Fauna & Flora International

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in