In the MENA countries, conversations around violence and abuse are almost non-existent. Sex education is a taboo topic as well, and the fact that neither parents nor teachers know how to address the topic properly leaves children and teenagers vulnerable to abuse, making it difficult for them to spot early signs of sexual abuse.
To call attention to this issue, M.A.L.I., a feminist movement founded by Ibtissame Betty Lachgar in 2009, launched an interactive campaign hoping to teach kids how to recognize signs of abuse and stay safe. Because “the best way to stop abuse is to prevent it before it begins.”
The “Safety for Noobs” experience, created in partnership with Cheil MEA, is a digital experience that combines two powerful tools — a Roblox game and a book available in three languages — allowing teachers and parents to address such sensitive topics in an age-appropriate way.
In line with the digital age we live in, the campaign reinterprets the use of a video game, turning a classic source of entertainment for young people into a powerful educational tool. The initiative combines a Roblox game where kids are allowed to explore real-life scenarios and a digital and physical book with stories “to guide kids in risky situations.” Both tools encourage children to make decisions and keep themselves safe.
“Our campaign primarily focuses on prevention rather than treatment by empowering children to understand their bodily rights and equipping families with the necessary tools to protect them,” Lachgar explained.
To spread the message, influencers and gamers joined the initiative, live-streaming their digital adventures and sharing the book with their followers. The campaign is also backed up by a microsite, where both resources are available, helping parents and teachers engage in important conversations with kids in ways that are better tailored to their age.
CREDITS
Brand: M.A.L.I.
Agency: Cheil MEA
Executive Creative Director: Ramzi Ibrahim
Creative Director: James Tan
Associate Creative Director: David Sánchez
Art Direction: Paula Zambrano
Illustration: Jean Piero Montilla
English Copywriting: Debalina Chowdhury, Anete Thomas
Arabic Copywriting: Hussein Kaddaha, Tamara Osman
Graphic Design: Sabine Walid, Sonia Botezatu, Vaishnavi Shidid, Amina Hussain Khan, Elita Godinho, Tania Radwan
Motion Graphics and Edition: Mark Robin Pinga, Shalu Abdul Jabba
Production: Yashasvi Mishra, Printmaster Fz LLC.
