To raise awareness about the appalling condition of children in South Sudan, UNICEF sent an actor and two South Sudanese youth to a gaming convention in Washington D.C. to pitch a new game idea. A film crew captured the audience’s reaction as they were offered a preview of ‘Elika’s Escape’ – a first person shooter set in an extreme war zone with a 7 year old girl as the protagonist. Gamers were shocked to hear the features and gameplay which included submitting to prostitution to manage your hunger, health and hydration. After a few of them started to walk out, one of the Sudanese youth revealed herself to be the real Elika and shared a powerful message with the audience. Watch the entire stunt below.
The agency is MMB, Boston. Reactions to this campaign are mixed. People have appreciated UNICEF’s unconventional approach but there is debate on the choice of using a gaming convention to highlight this issue. What are your thoughts on this campaign? Share this post and your views in the comments below.
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