MAYBELLINE
THROUGH THEIR EYES
In Australia, 83% of female gamers have experienced harassment while playing online. To avoid abuse, many mute their microphones, choosing silence over speaking.
To expose this reality, we used live voice-changing technology to disguise two of Australia's biggest Australian Twitch streamers as women during a live first-person shooter game. For the first time, they experienced online gaming through a woman's voice, revealing the sexism and abuse female players face every day.
The experiment was streamed live to millions on Twitch, sparking conversation across the gaming community and encouraging players to challenge toxic behaviour. The campaign also directed those affected by online abuse to mental health support through ReachOut.
The campaign generated widespread earned media, was recognised by the UN Women for raising awareness of gender-based abuse in gaming, and helped drive a broader conversation about making online play safer and more inclusive for everyone.
AWARDS
Cannes Lions, Silver, Social
New York Festivals, Gold, Brand Purpose
New York Festivals, Gold, Best Use of Gaming
New York Festivals, Shortlist, Best Use of Social Media
D&AD, Gaming & Virtual Worlds, Shortlist
Gerety, Work for Good Cut, Silver
Webby Awards, Social Video, Nominee
Webby Awards, Best Social Impact Campaign, Nominee
Award Awards, Gold, Social
Award Awards, Gold, Integrated
Award Awards, Silver, Experiential
Award Awards, Silver, Branded Content & Entertainment
Award Awards, Silver, Social Media
Award Awards, Finalist, Creativity For Good
Award Awards, Finalist, Creativity For Good
Caples, Silver, Gaming
Caples, Bronze, Radical New Strategy
Caples, Shortlist, Branded Content
Caples, Shortlist, Health & Wellness
Madstars, Grand Prix, Viral Video
Madstars, Silver, Social & Influencer
Madstars, Silver, Entertainment
Madstars, Crystal, Film
Madstars, Crystal, Entertainment
Madstars, Finalist, Sustainable Development Goals
Madstars, Finalist, Radio & Audio
Madstars, Finalist, PR
Adnews, Social Responsibility Campaign of the Year
Adnews, Shortlist, Gamechanger of the Year
Adnews, Shortlist, Social Media Campaign of the Year
Adnews, Shortlist, Best Use of Content
B&T, Shortlist, Best Digital Campaign
B&T, Shortlist, Best Use of Social Media
B&T, Shortlist, Best Integrated Campaign
B&T, Shortlist, Award for Bravery
B&T, Shortlist, Award for Diversity
Mumbrella, Shortlist, Ad Campaign of the Year
Mumbrella, Shortlist, Mumbrella Award for Collaboration
Mumbrella, Shortlist, Mumbrella Award for Innovation
Contagious - Campaign of the Week