Mariana Dutra
Planning Team at VMLY&R Brazil
New York, Stati Uniti
TitoloLife Gamers
Agenzia
Campagna Life Gamers
Cliente Centro de Valorização da Vida
Marca CVV
Data di Prima Diffusione/Publicazione 2021 / 9
Settore Fondazioni caritatevoli, Volontariato
Filosofia According to the WHO – the World Health Organization –, suicide is the #2 cause of death among people 15 to 24 years old, second only to car accidents. Suicide has become an even greater threat during the Covid-19 pandemic, and underscores the importance of taking a closer look at young people's mental health. According to Google, searches about anguish, anxiety, and depression, spiked by 98% in 2020, and the Lemman/Itaú Social Foundation reports that 77% of students in the country stated feeling sad, anxious, or emotionally overwhelmed.

Based on that data, the CVV – Centro de Valorização da Vida, or "Center for the Appreciation of Life" – felt the need to get even closer to this age group and to develop effective strategies for suicide prevention. That's how the Life Gamers project had it start, in partnership with major e-sports teams in Brazil, and created a program that trains e-sports players, whether professional or casual, to notice signs that other people may need help.

The idea is to train the young players themselves to be able to recognize when a friend or game partner may be at risk. With a relevant presence in competitive games such as CS, LoL, PES, Free Fire, Valorant, and Rainbow Six, the teams taking part in Life Gamers have a huge following of fans and players who are true influencers in the gaming universe. Among the teams that have received training are different teams of various e-sports categories in Team oNe, Corinthians e-Sports, São Paulo F.C. e-Sports, and Athlético-PR.

September is suicide prevention month in Brazil, and Life Gamers is announcing two new partnerships: one to train the Free Fire da Fúria team, one of the main teams in the country and an international reference in e-sports; and another, led by the Paulista Football Federation, to train the players of the 48 teams in the largest PES league in Brazil.

Life Gamer Training
The training has also caught the attention of large streamers who have millions of followers on social networks and want to know how to better help their fans, who often ask for help in chats and comments on livecasts.

The program provides training to players through livecasts and lectures by psychologists and experts, in addition to online classes and access to specialized content, such as the "Talking openly about suicide" primer. A video compiling all of this content is also being produced, using language that's especially tailored to ensure it will be accessible to everyone in the gaming universe.
The initiative has been co-created by advertising agency Leo Burnett Tailor Made, which signs the project alongside the CVV. The program also includes livecasts with friendly matches between teams that have received the training, with the goal of better explaining the project and providing fans with important content about promoting mental health.
Tipo di Media Case Study
Lunghezza
Chief Creative Officer
Creative Vice President
Creative Vice President
Creative Vice President
Creative Director
Creative Director
Copywriter
Copywriter
Art Director
Technology And Digital Acceleration Director
Integrated Production Director
RTV
Editor
Producer
Account Management
Account Management
Account Management
Account Management
Account Management
Media Team
Media Team
Planning
Press Relations
Press Relations
Press Relations
Approval Client
Approval Client
Approval Client

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started