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AWARE.org Roblox Integration

Promoting responsible decision-making in Roblox

Client
AWARE.org
Industry
Non-Profit Organisation
Service
Roblox

Sea Monster helped AWARE.org raise awareness about the dangers and risks of underage drinking.

The RoVille Rescue: Lost Items #MakersOfTomorrow Challenge formed part of the #NOtoU18 movement to help tackle the crisis.

Build a game to spread the message and reach as many young people as possible.

AWARE.org was looking for an innovative new way to raise awareness about the dangers and risks associated with underage drinking in a way that would effectively reach and resonate with their target audience - South African youth.

Given its popularity, Roblox was chosen as the activation platform for the campaign to capture the attention of young people where they are already gathering and to amplify the important message of AWARE.org.

Introducing the Lost Items #MakersOfTomorrow Challenge.

Adhering to Roblox's community guidelines, we designed a playable experience centred around the dangers of peer pressure and the repercussions of drinking, to reflect the core message of AWARE.org without explicitly referring to alcohol.

The challenge was launched as an integrated campaign through a "pop up" experience within the popular RoVille world, and immerses players in a house party scenario, on the morning after.

Through a series of engaging mini-games, and quests, players must assist five young characters - each grappling with different negative effects of underage drinking, such as the effects on the mind, body, mood, social life, and self-control. Upon completion of the challenge, the first 5 000 players were rewarded with a limited UGC Backpack to incentivise play and increase hype.

4.1
min
Average engagement time per session
709
k
Unique users to RoVille during the campaign
120.8
k
Total experience visits
7.5
k
Total hours of playtime
Results last updated:
Working with Sea Monster on the Roblox: The Lost Items project was a truly seamless experience. Their team was not only young, smart, and capable but also incredibly efficient and proactive. They consistently stuck to deadlines, always finding innovative solutions and thinking every detail through to the very end. Their commitment to excellence was evident from the start of the project, all the way through to the thorough and insightful reporting. Sea Monster's dedication and exemplary work made the project an impactful and successful collaboration.”
Mokebe Thulo
Head of Brand
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