About This Project
Summary
Underage drinking is a global crisis demanding innovative intervention. We partnered with Aware.org to revolutionize alcohol education through gaming. We created an immersive Roblox experience that transported players to the aftermath of a house party gone wrong, where they helped five characters navigate the consequences of poor decisions. Through immersive storytelling and interactive challenges, players confront the real risks of underage drinking in a personal and memorable way.
Goals & Objectives
Our mission: transcend conventional education approaches by creating a captivating, story-driven Roblox experience to deliver Aware.org's #NOtoUnder18 message directly to youth in their native digital habitat. Our aim: reach the youth at scale and drive active, meaningful engagement.
Results & Impact
Over a 4-week campaign period: reached over 709,000 players, saw 120,000+ gameplay sessions and 7,500+ hours of immersive user-engagement. By meeting young people where they are, the campaign sparked meaningful engagement with a complex issue, on their terms.
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