*Objective*
As a socially responsible company committed to building a safe digital environment and with a significant presence in the world of video games, Movistar needed to launch an awareness message to alert everyone in the most viral way possible.

The goal was to make our audience see that recruitment is not a game but a real problem. It was important to clarify that Movistar Telecom, as a socially responsible company, always ensures the cybersecurity of its users. The campaign also aimed to speak to both parents and young gamers to raise awareness about the dangers of recruiters. Additionally, the goal was to viralize our message on gaming and social media platforms, as well as in gaming forums, so that influencers, gamers, streamers, and the entire gaming community would comment on and share it.

*Strategy*
Our online gaming film was launched on platforms like TikTok, Twitch, and Instagram, first as a teaser that mimicked a video game trailer to capture the attention of our consumers. It was presented at gaming events like Free Fire tournaments, promoted by the E-sports team sponsored by Movistar (R7), launched at Arena Movistar (a space created by the brand where gamers have a safe space to play and attend events), and in collaboration with the UN, it was shown in public schools to raise awareness about this issue.

*Results*

*Impact:*
Over 23 million views across all social media platforms in just two weeks.

*Reach:*
More than 34 million users were impacted on various platforms. Even representatives from the UN/UNODC (United Nations Office on Drugs and Crime) approached us to continue working together.

2 million hours on social media in two weeks.

*Engagement:*
A 7-minute piece on digital platforms managed to connect with our audience thanks to its entertaining and impactful narrative.

*Behavioral Change:*
Searches for parental control increased by 67%.