Empowering children with the tools to detect early signs of abuse through the power of stories and gaming.
In the MENA region, conversations around violence & abuse remain taboo.
It's not taught in schools, and many parents struggle to address it. As a result, kids grow up unaware of the dangers, leaving them vulnerable.
To break the silence and equip children with the knowledge to protect themselves, M.A.L.I set out to educate them where they learn the most
- inside the games they love. We created an interactive experience that teaches kids to recognize and respond to abuse.
The initiative combines two powerful tools: a Roblox game and a book.
Through an 'obby' game in Roblox, kids navigated real-life scenarios, making choices to stay safe. We then turned the game into a digital and physical book, available in three languages, reaching even more children. Influencers and gamers helped spread the message,
live-streaming their experiences and sharing the book with their communities.
For the first time in the region, kids learned essential safety skills through video games, arming them with the tools to prevent abuse before it begins.
For the first time in the region, kids learned essential safety skills through video games, arming them with the tools to prevent abuse before it begins.
Agency: Cheil MEA, Client: M.A.L.I, Executive Creative Director: Ramzi Ibrahim, Creative Director: James Tan, Associate Creative Director: David Sánchez, Art Direction: Paula Zambrano, Illustration: Jean Piero Montilla, English Copywriting: Debalina Chowdhury, Anete Thomas, Arabic Copywriting: Hussein Kaddaha, Tamara Osman, Graphic Design: Sabine Walid, Sonia Botezatu, Vaishnavi Shidid, Amina Hussain Khan, Elita Godinho, Tania Radwan, Motion Graphics and Edition: Mark Robin Pinga, Shalu Abdul Jabba, Production: Yashasvi Mishra, Printmaster Fz LLC.