Maybelline’s “Under The Avatar” Campaign: Tackling Online Abuse in Gaming
It’s no secret that the gaming world can often be a toxic environment, especially for female gamers. Statistics reveal that 1 in 2 female gamers experience abuse online. Addressing this issue from a fresh perspective, Maybelline New York launched the “Under The Avatar” campaign, focusing on the bystander effect. This phenomenon shows that 71% of male gamers who witness abuse choose to ignore it. The campaign’s aim is to raise awareness and encourage witnesses to call out and combat gender discrimination in gaming.
The Bystander Effect in Gaming
The “Under The Avatar” campaign sheds light on the bystander effect, where individuals fail to intervene or report abuse when they witness it. By targeting those who witness abuse, Maybelline aims to create new allies in the fight against gender discrimination. The campaign’s core message is that witnessing abuse without taking action is a significant part of the problem.
Eye-Opening Social Experiment
A powerful social experiment was at the heart of the campaign. Male gamers were invited to play a multiplayer game, unaware that the female gamers they were playing with, who were subjected to abuse, were actually their close friends. This setup created a profound impact, as the realization that their friends were the victims of abuse led to a shift in their perspective. The experiment encouraged these male gamers to become proactive allies against online abuse.
Explosive Online Response
The “Under The Avatar” campaign quickly gained traction on major social media platforms such as Twitch, TikTok, and YouTube. Over 30 influential streamers shared the campaign organically, helping to spread the message far and wide. The campaign also garnered significant attention from international and national news outlets, amplifying its reach.
Impressive Reach and Impact
The campaign successfully reached over 10 million gamers, with the film amassing a total watch time of over 3.5 million minutes. It also achieved the #1 trending spot on YouTube Gaming, demonstrating the powerful impact and widespread support for the cause. The engagement and response highlighted the gaming community’s readiness to address and combat online abuse.
Collaborative Effort for Change
This campaign was created for Maybelline by the ad agency HERO and was published in Australia in March 2024. It targeted multiple media channels, including content, digital, and experiential media. The collaboration between Maybelline and HERO was crucial in developing a campaign that not only raised awareness but also inspired action within the gaming community.
Conclusion
Maybelline’s “Under The Avatar” campaign stands out as a pioneering effort to tackle online abuse in gaming by addressing the bystander effect. By encouraging witnesses to call out abuse, the campaign aims to foster a more inclusive and respectful gaming environment. The overwhelming support and engagement from gamers and influencers alike underscore the campaign’s success and the importance of continuing to fight gender discrimination in all online spaces.
Maybelline’s initiative proves that with the right approach, it is possible to create meaningful change and encourage a culture of accountability and support within the gaming community.
