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Tackling underage drinking through a Roblox rescue mission
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Sea Monster helped Aware.org further their mission to reduce underage drinking in South Africa
Set at a “party gone wrong,” the Party in your Pocket Roblox game challenges players to rescue friends trapped in a portal by completing a fast-paced obstacle course. Designed for South African youth, the experience reinforces positive decision-making in high-risk social situations using gameplay to spark real-world behaviour change.
Create an entertaining Roblox experience that delivers a powerful message
After the success of Aware.org's first activation with Sea Monster in Roblox, Aware.org wanted to make use of the Roblox platform to engage South African teens to further raise awareness about the dangers of underage drinking in a relavent way whilst sticking within Roblox's community guidelines.The challenge of the campaign was to address peer pressure and risky decision-making in a way that would resonate with local teens.
Save Friends, Overcome Obstacles, Make Good Choices
We created an immersive game experience that sends users on a fast-pasced and engaging rescue mission to save their friends.Starting out at a chaotic house party environment, players must race through an obstacle course, rescue friends and engage with clear and relatable messages that encourage thoughtful decision-making.To drive participation, we introduced branded UGC rewards and amplified reach through portal ads and sponsored content, meeting South African teens where they already are to spark real-world behavior change aligned with the goals of Aware.org.
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