Strategy for Social Good
Sky Broadband for EssenceMediacom

Sky Broadband wanted to let gamers know that their super fast offering was perfect for gaming, but they had little obvious right to speak to that subculture which are usually wary of brands encroaching into their space.

We decided that we had to pick an enemy. Something that ruins gaming for a large number of gamers. 51% of gamers in fact. Females.

Research showed that 49% of female gamers experience abuse, the number rising to 75% of under 25s, and that 80% of this is graphically sexual or misogynistic in nature.

This also inhibits women considering gaming (or associated skills such as developer) as a legitimate career choice.

Just over half the gaming community if female, yet the number of professional female games is pitifully low. We wanted to raise awareness of this and redress the balance.

With Guild eSports, we created a virtual room at their Shoreditch HQ which would mimic the degree of abuse that female gamers experienced every day and invited select male gamers to experience it under the premise of being invited to road test a new immersive gaming room in development. 

• Widespread National and local press coverage

• 91 pieces of impactful influencer content created across Tik Tok and Instagram

• Backed by influential voices like David Beckham and the Deputy Mayor of London

• Reaching an audience of 1.3 million

• Over 69 million impressions

Winner of the Sky Marketing Academy ‘Be Bold’ category