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Aware.org's fourth campaign to tackle underage drinking through Roblox
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Sea Monster built a Roblox obstacle course that turns peer pressure into a challenge worth beating
We designed and built Makers Circle Adventure, a 50-stage Roblox obstacle course where players physically dodge obstacles representing bad habits like doom scrolling and binge-watching. The gameplay mechanic made the consequences of poor choices tangible and immediate without ever feeling preachy.
Design a campaign that speaks to drinking consequences without mentioning alcohol
Aware.org needed to reach South African teens during the "Pens Down" season, the post-exam window between November 2025 and January 2026 when peer pressure and idle time make underage drinking a real risk. The campaign had to speak directly to 13 to 17-year-olds on Roblox without explicitly referencing alcohol, translating serious consequences into gameplay that felt relevant rather than instructional.
Makers Circle Adventure was designed as a fun and memorable limited-time obstacle course geographically restricted to South Africans. Players navigated challenges tied to positive decisions, with the experience doubling as a driver of awareness for the Aware.org Makers Circle Awards.
Build a game where good choices are the only way to win
Rather than leading with warnings, we built an experience that made positive choices feel like the obvious move. Makers Circle Adventure challenged players to complete a 50-stage obstacle course, navigating past obstacles representing the distractions and pressures teens actually face.The course was structured around the five pillars of the Makers Circle Awards, academics, sports, entrepreneurship, arts and culture, and community upliftment, giving the gameplay a framework rooted in real aspiration rather than abstract messaging.
Positive behaviour was built into the mechanics too, with stages that had players running through streets picking up trash, making the values visible without stating them outright.Beyond development, we managed in-platform marketing that generated over 6.3 million ad impressions, maintained anti-cheat systems that kept the leaderboard competitive and fair, and conducted post-campaign data analysis, providing Aware.org with strategic recommendations to carry into future campaigns.
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