Our children’s ‘play world’ has evolved significantly over the past few decades, not in the least due to the arrival of (online) gaming. However, parents did not follow this evolution. Today’s parents simply switched off. They often have no idea of what their sons and daughters are up to when it comes to gaming. Still, as much as in the past, children need their parents to assist them to play and game responsibly. The gaming sector, the Belgian Entertainment Association and ISFE, the Interactive Software Federation of Europe, asked us to create a campaign to inform the broad public on existing parental control tools and to raise awareness on responsible gaming.
What we did.
Famous Relations set up an effective PR campaign via different channels. A website www.speelhetslim.be, www.jouezmalin.be, was created to inform and educate parents in a playful way about the most popular games and their role as a referee.
On the day of the campaign launch, we organised a press conference and invited the Belgian Minister Alexander De Croo and celebrity Véronique De Kock to speak to the press. The Minister stressed the importance of the campaign and Véronique De Kock talked about her own experience with her sons. The director of the Belgian Entertainment Association presented new facts and figures from a study about parents and gaming and gave interviews to national press. The most important national media were present and covered the campaign. A detailed press kit was distributed during the press conference.
We set up collaboration with several key influencers (Véronique De Kock, Tine Embrechts, Sandrine Corman, Sandrine Dans, Jill Vandermeulen etc) with children who like to game. We developed videos with them and their kids, in which they talked about their gaming experiences. These videos were posted on the website and the influencers shared their videos on their social media channels, all this in order to raise awareness towards a large audience.
What we got.
We achieved national coverage in print, online, on radio and television and got over a million views on social media. The topic was even on the national television news (VRT, VTM, RTL). We also got coverage in newspapers such as La DH, L’Avenir, Het Laatste Nieuws and La Libre Belgique and in magazines such as Ciné Télé Revue and Flair.
The influencers reached a large public of more than one million people.