CYBERBULLYING IS NOT A GAME
Cyberbullying is Not a Game is an integrated project combining live activation, digital, social, and educational tour elements in a purpose-driven journey.
At Milan Games Week & Cartoomics, we transformed gamer icon Favij into a cyberbully: he performed live a script of insults drawn from real cyberbullying cases, in front of over 2,000 unsuspecting attendees.
This shocking experiment gave rise to a viral long-form video and a tour across seven Lombardy provinces, engaging more than 4,000 students in creating a shared Netiquette.
The project brought together the brand, institutions like the Postal Police and Lombardy Region, and the gaming community in a single social impact action.
