Spreading an anti-bullying message through game play
Client: TMI Strategy
Location: Aspen, CO
Date: January 2017
Equipment Suppliers: PixelFLEX, Dell, Microsoft
TMI Strategy knows that meaningfully connecting with young people is hard, plain and simple. Causes, interests, and trends change quickly as young people discover new information and new ways to disseminate it. When ESPN asked TMI Strategy to launch an anti-bullying campaign named "Shred Hate" at the Winter X Games, TMI knew they would need a vibrant, active experience to attract the attention of this high-energy audience. The TMI team collaborated with PixelFLEX and Anode to create a larger than life interactive, LED game wall with custom graphics and messaging to support the larger campaign.
The primary objective of the Shred Hate game is to reduce and eliminate bullying by building awareness for the situations and words that can intimidate others. When a player stands in front of the LED display, a Kinect sensor detects his or her hands. Players select a location where bullying can occur, and then use their hands to shred as many hurtful words as they can in 60 seconds.
To keep things interesting, we incorporated some basic game dynamics for players to test their skills and compete against each other. Players who can shred multiple negative words in a row will increase their scores through combination multipliers. While players who hit one of the randomly generated positive icons will lose points. Scores are logged at the top of the LED display for each player to see how he or she compared to the current top score.
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